Apple removes a billboard in Milan that shows a toddler holding an iPhone as part of its “Relax, it’s iPhone” advertising campaign. The ad includes the Italian text “Tutto ok, e iPhone,” meaning “It’s okay, it’s an iPhone,” and the child is depicted with a phone that appears food-smeared.
According to reporting, a children’s rights watchdog, Autorita Garante per l'Infanzia e l'Adolescenza (AGIA), receives a complaint from a citizen who says the advertisement normalizes “electronic babysitting”—using electronic devices to pacify children. After the public concerns, Apple replaces the billboard.
The outlets describe the same sequence: the billboard appears in Milan, it faces criticism over the message portrayed to families, and Apple takes it down or replaces it following the complaint. While coverage focuses on the campaign’s intent and the criticism’s framing, both reports agree the action is tied to accusations that the imagery and wording encourage reliance on screens for childcare.
