Disputed Apple billboard sparks controversy among passersby
Apple has launched a new campaign, Shot on iPhone, Drawn on iPad, which aims to promote smartphone photography and digital illustrations. However, the campaign has sparked controversy, particularly with a billboard ad that has raised eyebrows in Miami and online.
The controversial ad features a photograph of an underwater shark and an illustrated diver with an octopus on their finger. The finger/octopus combination has been criticized for its suggestive appearance, leading to public debate. Some Reddit users have questioned the approval process of the ad, suggesting that the suggestive appearance may not have been as obvious during the review.
The controversy comes amidst a series of ads getting pulled over the last year from Apple's ad department. The current Shot on iPhone, Drawn on iPad campaign has been criticized for a lack of the iconic advertising magic that Apple once possessed, with previous campaigns like 'Think Different' and '1984' being mentioned.
Despite the controversy, Apple continues to maintain a strong brand presence through digital and multimedia advertising. The digital version of the artwork showcases a more pronounced difference in color between the octopus and the finger. Apple leverages platforms like YouTube to reach broad audiences with high ROI, reflecting the marketing trend of shifting budgets from traditional TV ads to digital platforms.
The broader marketing environment shows Apple adapting to privacy-focused ad landscapes by phasing out third-party tracking in favor of more transparent data practices. Apple's focus remains on enhancing brand prestige through design-centric campaigns and user participation, supported by significant growth in services revenue such as the App Store, which rose 13% in July 2025.
The controversy surrounding the ad is arguably subjective, with offensiveness being in the eye of the beholder. The ad, aside from its suggestive appearance, is part of the new campaign launched to promote smartphone photography and digital illustrations.
As the debate continues, it is clear that Apple's marketing strategies continue to push boundaries, integrating innovative visuals and platforms that reinforce its luxury lifestyle branding. Further details about the specific billboard controversy would require additional, more focused sources.
- The controversial billboard ad for Apple's Shot on iPhone, Drawn on iPad campaign features both a photograph of an underwater shark and an illustration of a diver with an octopus on their finger.
- The finger/octopus combination in the ad has caused criticism for its suggestive appearance, leading to a public debate.
- Some Reddit users have expressed concerns about the approval process of the ad, suggesting that the suggestive nature might not have been evident during the review.
- Apple's current campaign has been criticized for not embodying the same advertising magic as iconic past campaigns like 'Think Different' and '1984'.
- Despite the controversy, Apple maintains a strong brand presence through digital and multimedia advertising, utilizing platforms like YouTube for broad audience reach with high return on investment (ROI).
- The ad artwork, particularly in its digital version, showcases a distinct difference in color between the octopus and the finger.
- Apple's marketing approach increasingly emphasizes design-centric campaigns and user participation, complemented by growth in services revenue such as the App Store, which increased by 13% in July 2025.
- The controversy over the ad's suggestive appearance is subjective, with offensiveness being based on individual perception, and more focused sources would be needed to understand the specific billboard controversy in detail.
