Apple removes controversial Milan billboard featuring toddler with iPhone

Apple has removed a controversial billboard in Milan, Italy, following backlash over its “Relax, it’s iPhone” advertising campaign. The advertisement featured a toddler holding an iPhone covered in food, accompanied by the Italian text “Tutto ok, è iPhone” (Everything’s ok, it’s an iPhone).

The campaign was intended to demonstrate the physical durability and resistance of the device to everyday accidents. However, the imagery drew sharp criticism from the Italian children's rights watchdog, Autorità Garante per l’Infanzia e l’Adolescenza (AGIA). Following a complaint from a local resident, AGIA expressed concerns that the ad normalized “electronic babysitting,” potentially encouraging digital addiction and risking the psychological and cognitive development of young children.

In response to the outcry, Apple initially attempted to address concerns by adding a QR code to the billboard linking to parental control tools. Ultimately, the company agreed to replace the advertisement with a different image from the same campaign that does not feature a child.