"Apple recently graced us with the highly anticipated iPhone 17 lineup, including the ultra-sleek iPhone Air. As the name suggests, the Air is Apple's lightest model, so skinny in fact that it takes the tiniest pinch to hold it up, but it turns out the gesture carries an unexpectedly belittling meaning. With recent controversies like Sydney Sweeney's American Eagle ad, the internet has become a hotbed for cancellations and brand boycotts."
"The 'controversial' pinching motif was seen throughout Apple's iPhone Air campaign to showcase its ultra-skinny side profile - a gesture that may seem innocuous to Western viewers. However, concerns arose about how it would be received in South Korea, where the pinching hand sign has developed a very different meaning. Understood in certain extreme communities as a symbol to mock the size of a man's member, the "crab hand" or 'jibgeson', has previously sparked controversy for other brands such as Renault for alleged misandry,"
Apple released the iPhone 17 lineup, including the ultra-skinny iPhone Air. The Air's marketing emphasized its thin side profile using a pinching-hand gesture to illustrate slimness. That pinching gesture is innocuous to many Western viewers but carries an insulting meaning in South Korea, where it can be used to mock the size of a man's genitals. The gesture, referred to as the "crab hand" or 'jibgeson', has sparked controversy previously and provoked reactions from extremist groups when used against brands. Apple edited its advertisements to avoid offending audiences and mitigate potential brand backlash.
Read at Creative Bloq
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