iPhone Air and Localization: A Small Detail, a Big Difference

Apple’s promotional strategies have always attracted attention. The global advertising campaign prepared for the new iPhone Air was no exception. However, this time the difference lies not in the words used, but in the visuals.

In the ad Apple published in other countries, the iPhone Air is shown being “squeezed” between the thumb and index finger. This is a very powerful visual emphasizing the phone’s thinness. However, in the Korean version of the same ad, this detail has been removed, leaving only the device itself.

This choice stems from a cultural context. In Korea, the “pinching hand” gesture is used in some online communities as sexist slang and a mocking gesture. Consequently, it has sparked controversy in advertising and promotions in the country, forcing many local companies to withdraw related visuals. Apple also seems to have taken this sensitivity into account, opting for a visual adaptation specific to Korea.

Localization is not just about translating words. Visuals, colors, gestures, and even spaces are all means of communication. The Apple example clearly shows why global brands do not use the “same advertisement” in every market.

In short, while offering the same product to the world, approaching each country with a different perspective is the key to a brand’s success. And this proves once again how comprehensive a process localization is.

At LA, we approach localization not just as a matter of words, but as a holistic cultural adaptation. We help brands build strong connections with local audiences while preserving their reputation.