GoKawiilApple has replaced a billboard in Milan that showed a toddler holding an iPhone, as part of its newest “Relax, it’s iPhone” campaign. Here are the details.
Apple takes down controversial billboard in Italy
A few days ago, Italian children’s rights watchdog Autorità Garante per l’Infanzia e l’Adolescenza (AGIA) decried Apple’s depiction of a toddler holding an iPhone as part of its “Relax, it’s iPhone” campaign.
Image credit: Autorità Garante per l’Infanzia e l’Adolescenza
The campaign, which focuses on the device’s durability and robustness, depicts situations where the iPhone gets wet, takes a fall, or is handled in ways that could put it at risk. That includes someone snapping a photo in heavy rain, someone watching a video with the iPhone sitting at the edge of a bathtub, a dog with an iPhone in its mouth, or a toddler awkwardly holding the device.
As soon as a billboard depicting the latter situation went up on Milan’s via Melchiorre Gioia, the AGIA received a letter from a concerned citizen stating that the ad normalized “electronic babysitting.”
The AGIA agreed, and referred the case to AGCOM, Italy’s communications regulator, AGCM, the Italian Competition Authority, and IAP, the country’s advertising self-regulatory institute, “for appropriate reviews and any potential action.”
Now, as reported by Prima Comunicazione and Repubblica Milano, Apple has taken down the controversial billboard, replacing it with a piece promoting the device’s Find My capabilities.
A Milano cambiato il maxi manifesto del bambino con in mano l’iPhone: “Era un messaggio sbagliato” https://t.co/vaVq4h4STG pic.twitter.com/CO6uGf1cWo — Repubblica Milano (@rep_milano) August 14, 2026
Apple hasn’t commented publicly on the controversy, but the company’s rapid response suggests it took the criticism seriously, even if the ad’s intended message about iPhone durability differed from how it was interpreted.
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