Apple takes down billboard after accusations of normalizing ‘electronic babysitting’

Apple has replaced a billboard in Milan that featured a young child holding an iPhone, as part of its latest "Relax, it's iPhone" advertising campaign. Italian children's rights organization Autorità Garante per l'Infanzia e l'Adolescenza (AGIA) criticized Apple for displaying a toddler holding an iPhone in the new campaign. The campaign, which highlights the device's durability and robustness, showcased scenarios where the iPhone was exposed to various risks, such as being wet, falling, or being mishandled.

These included someone taking a photo in heavy rain, watching a video with the iPhone placed at the edge of a bathtub, a dog holding an iPhone in its mouth, or a toddler awkwardly holding the device. Upon seeing the billboard in Milan's via Melchiorre Gioia, a concerned citizen sent a letter to AGIA pointing out that the ad normalized "electronic babysitting."

AGIA agreed with the concern and reported the case to AGCOM, Italy's communications regulator, the Italian Competition Authority, and IAP, the country's advertising self-regulatory institute, for further review and possible action. Apple has since taken down the controversial billboard and replaced it with a new advertisement showcasing the device's Find My capabilities.

Although Apple has not publicly commented on the controversy, their swift response indicates that they took the criticism seriously, despite the original ad's focus on iPhone durability differing from its interpretation.