By Naewna newspaper and CNN
PRIME Minister Srettha Thavisin said he is not worried about Apple possibly dropping its plans to invest in Thailand after the tech giant’s new promotional video ran into heavy criticism from Thai netizens who said it portrays an unrealistic, outdated view of the country., Naewna newspaper and CNN said this morning (Aug. 2)
The 10-minute clip, which has received 5.4 million views since its release on Apple’s YouTube channel on July 18, is the fifth instalment of the tech firm’s “Apple at Work – The Underdogs” series.
The plot follows four characters – known as the underdogs – and their attempts to overcome workplace crises using Apple devices and software. Since the series’ debut in 2019, the characters have left their corporate jobs and founded their own company.
The latest episode is centred on their work trip to Thailand, where they hop from trains to tuk-tuks as they race against time to find a factory capable of producing a million tailor-made boxes to meet the demands of their difficult tycoon client, played by Christopher Mintz-Plasse, the actor best known for playing McLovin in high-school comedy “Superbad.”
Complaints have flooded social media since the video’s release, with residents saying it fails to show the modern side of their country. Many claim the footage was edited to seemingly appear old-fashioned, with a faded sepia tone, and that the camera focuses on shabby architecture. Others have complained about the video’s airport scenes, during which one of the characters loses his luggage and seeks help from a local ground staff member called “Happy.”
“When I watched it, I was thinking, this was Thailand 50 years ago. This looked like Thailand 70 years ago. There were no segments showing the modernity of my home,” David William, an American content creator based in Thailand, said in Thai in a TikTok video that has been viewed over 11 million times.
However Srettha said this morning that he has seen parts of this ad but regarding complaints it undermines the country’s tourism sector there are in fact two sides to a coin.
He mentioned that Apple has set up an institute at Chiang Mai University to find technicians and app programmers, with this being similar to an academy.
Apple does intend to do business in Thailand and in doing so inspire Thai youths, he added.
Thailand has over 300,000 programmers and app developers and ranks second in Southeast Asia in terms of ratio to the total population with this not only reflecting the quality of the country’s personnel but that Thailand could in future become the centre of technology, he pointed out.
Asked whether he is concerned that Apple might not now invest in Thailand as this promo video might have turned people against it and more opting to switch to Android system, Srettha replied that he is not concerned.
CAPTIONS:
Top: A screengrab taken from a new promotional video by tech giant Apple. The video has been criticised for depicting Thailand, where it was filmed, in an unflattering light. Photo: Apple UK/Youtube and published by CNN
Front Page: Screenshot of the Apple ad. Photo via YouTube.com/Apple and published by Outlook India
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