Size matters: South Korea spared iPad mini image's potentially offensive gesture

Apple has opted for a different promotional image of the iPad mini in South Korea, presumably to avoid any potential offense caused by a gesture that may be interpreted as mocking the size of a person's genitalia. The launch of the iPad mini with an OLED display sparked some controversy due to an edited marketing image that appeared to depict such an offensive gesture.

The regional Apple Store in South Korea displays a slightly altered image compared to other worldwide versions. The specific image in question features a hand, palm up, with the thumb and forefinger extended, holding the right side of the iPad mini. This gesture, viewed as harmless in most parts of the world, is considered offensive in South Korea due to its association with misandry.

The controversy reached its peak in 2023 when a Nexon game video incorporated a similar gesture, leading to online discussions and a public apology from the developers. Apple has a history of adjusting imagery to respect cultural sensitivities, as seen with the iPhone Air advertisement, where the fingers at the top are absent on the South Korean webpage.

Apple's proactive approach in handling this issue prevented potential backlash and further controversy.