"While global advertisements show the phone held delicately between two fingers to highlight its slim profile, the Korean versions of the campaign omit this gesture entirely. Industry analysts suggest the adjustment reflects Apple's awareness of cultural context. The pinching hand gesture, known locally as jibgeson or "crab hand," has been culturally associated with online anti-men communities as a mocking symbol implying small male genitalia. Past appearances of the gesture in Korean advertisements and media have sparked boycotts and public backlash, prompting companies to exercise caution."
"PetaPixel recently covered the iPhone 17 Air debut at Apple Park in Cupertino, California, featuring a thickness of 0.22 in (5.6 mm), 0.008 in (0.2 mm) thinner than Samsung's Galaxy S25 Edge, and a weight of 5.8 oz (165 g). CEO Tim Cook described the device as "a game changer" and emphasized its portability and design. To illustrate its ultra-slim form factor, Apple's global advertisements depict the phone pinched between a thumb and index finger."
Apple launched the iPhone 17 Air, a 5.6 mm-thick, 165 g smartphone marketed for portability and design. Global ads show the phone pinched between thumb and index finger to highlight its ultra-slim profile, but the South Korean campaign omits the pinching gesture. The pinching gesture, known locally as jibgeson or "crab hand," carries associations with online anti-men communities and mocking implications about male genitalia. Previous Korean controversies led Nexon, Naver Webtoon, and Posco to remove content after backlash. Apple adjusted its Korean marketing to avoid cultural offense and potential boycotts.
Read at PetaPixel
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