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Apple Takes Down "You Can't Be Too Thin" iMac Ad

Apple Takes Down "You Can't Be Too Thin" iMac Ad

Apparently I wasn't the only person bothered by the online ad for Apple's new iMac that read: "The new iMac. You can't be too thin. Or too powerful."

After some scolding by the Alliance for Eating Disorders Awareness, who asked Apple to rethink the campaign, Apple has taken down the ads, which now just read "The all new, all-in-one iMac." Prior to the edit, the Alliance sent out a strongly worded press release noting that one can be too thin:

"What kind of message is Apple sending our youth with an ad campaign of this nature?" The truth is one CAN be too thin. According to the American Psychological Association, in the United States alone 7 -10 million individuals are struggling with eating disorders. Of that 10 to 20 percent of them will not survive their struggle. Eating disorders not only have extreme physical and mental repercussions - including the highest mortality rate among all psychological disorders but they also act as a barrier for personal growth, achievement, education, and success. We live in a society in which Messages from the media are influential and they do make a difference.

The release goes on to quote the Executive Director of The Alliance, who notes she's also a recovering anorexic and exercise bulimic.

"I must say that I find the new IMAC campaign troubling and extremely triggering," said Johanna Kandel. "Apple's revamping of the Duchess of Windsor's adage draws a direct connection between being thin and being powerful. While this concept may work well from a technological perspective, it can become deadly in the eyes of an individual that is genetically predisposed to developing an eating disorder."

I'm honestly a little surprised Apple made the edit, and even more surprised that the tagline was approved by what must be a near endless board of marketing and ad consultants. What do you think, did Apple make the right choice?


olliecat olliecat 10 years
It seems this was taken way out of context, and I understand the concern, but was Apple really doing a take on the "You can never be too rich, or too thin." mantra? I didn't interpret their tag line that way at all. People want their tech products to be sleek, thin and small. I think that's all they were alluding to.
geniusNOTatWORK geniusNOTatWORK 10 years
I think it's ridiculous that there's even an issue concerning this! Honestly, I don't see anything offensive with the tagline. Aren't all new technological gadgets boasting the fact that it's the thinnest whatever currently available in the market? From phones to televisions, smaller and thinner machines are all the rage. I really do not see a problem with the ad and kinda disappointed they had to change it.
beingtazim beingtazim 10 years
i'm glad they got nailed for this. its in such poor taste.
Green Green 10 years
I think they should have cut it. Good for them...and my stocks!
absolut_lauren absolut_lauren 10 years
I'm def glad they changed that. They are a huge company who targets a large group of young people for their products, so they should be more responsible in their advertising.
Neural Neural 10 years
I think it was the right move.
Princesskitty22 Princesskitty22 10 years
Are people's self esteem so low that a computer ad (with no people in it) can make them feel bad about themselves? If that's the case, then there's a much bigger problem that cannot be solved by them changing the ad. It's just a computer. I looked at that ad and I didn't think about my weight. Maybe we should work on self esteem issues, rather than be silly and nail anybody who mentions that thin is a good thing, even when referring to inanimate objects. Eating Disorders aren't about weight anyway. They're about control.
haydee haydee 10 years
i noticed that the first time but was never really bothered by it. though I must admit I thought about my weight after reading that slogan hehe
LuciLu LuciLu 10 years
it is in very bad taste... but i also agree with the sentiments that it's about technology
splayer splayer 10 years
Wow... I can't believe that ad actually went public. It's so obviously in bad taste.
nitronat nitronat 10 years
I'm not too surprised they changed it actually. With all the concern about being politically correct these days and saying the right thing, it doesn't surprise me. I have to say though, I never gave the ad a second thought. It's a computer they were showing. They weren't even showing one person in the ad. Though subliminal messages come in many different forms and perhaps they did make the right move.
mollydiane mollydiane 10 years
Wow, that's incredibly ridiculous. It's an ad about a technology product. It talks about thin and powerful technology. Like someone else said above, if you can get an eating disorder from a computer, there are bigger problems in the world.
piesecki piesecki 10 years
I'm glad they've changed it. I think a lot of people just don't realise how serious eating disorders are.
Neuroticone Neuroticone 10 years
I didn't give the tagline a second thought. My only concern was how much the new iMac was going to be.
maryanny maryanny 10 years
This is completely ridiculous. If someone was inspired to become anorexic or bulimic from an Apple iMac ad then there wasn't much hope for them in the first place. It just goes to show people will complain about everything these days.
blb blb 10 years
So only the too thin people complained? But not the too powerful people?
c0rkie c0rkie 10 years
wow i am surprised they made the edit as well.
Cherryluv Cherryluv 10 years
Yeah, I agree that they made the right move. The tagline was catchy, but was not sending out a positive message. I'm glad Apple changed it.
littlemunchkin littlemunchkin 10 years
I was shocked that Apple even considered a tag-line like that in the first place, considering how prominent the issue of eating disorders is just now. I am a recovering anorexic, and I have to say the message was very triggering and I'm really glad they have taken it down and changed it.
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