Why Did Apple Remove the Hand in Its Korean iPhone 17 Air Ad? What’s the Hidden Cultural Reason Behind It?

Apple recently unveiled its iPhone 17 lineup, including iPhone 17 Pro and iPhone 17 Pro Max. But the most talked-about one is the 165 grams of iPhone 17 Air, boasting a svelte 5.6 millimeter frame. The global marketing of iPhone 17 Air features a phone delicately pinched between a thumb and forefinger; the Korean version omits the hand entirely. Why? The inclusion of the hand in global marketing highlights iPhone 17 Air’s slimness, but in South Korea, this gesture carries a sensitive cultural meaning.

Why Apple Discarded Hand Gesture from iPhone 17 Air in South Korea

The pinch gesture in the iPhone 17 Air is omitted by Apple in South Korea because, over time, this has been used to mock male anatomy. Locally known as ‘Jibgeson’ or ‘Crab Hand’, it has a historically provoking backlash whenever any brands inadvertently display it.

A simple demonstration of thinness in the iPhone 17 Air becomes a loaded symbol in Korea, and hence, Apple’s marketing team likely recognized that even a single hand in an ad could spark controversy.

Past incidents in South Korea where any company demonstrated this hand gesture in public raised an online uproar. These companies include Nexon, Naver Webtoon, and Posco, all of which faced similar incidents.

By removing the hand, Apple sidestepped what could have become a viral debate, demonstrating the careful navigation required in culturally nuanced markets. This highlights that even minor creative choices can have outsized implications in a specific region.

In South Korea, where online presence is highly active, symbols, gestures, and any other thing can trigger controversy.

Apple removes 🤏🏽 from iPhone Air promos in Korea pic.twitter.com/upkw02kw78

— Apple Design (@TheAppleDesign) September 14, 2025

iPhone 17 Air

iPhone 17 Air offers a razor-thin design that surpasses even its rival, Samsung Galaxy S25 Edge. The company retained its signature build quality in iPhone 17 Air and offers robust performance and advanced camera technology. The device features a  6.5-inch Super Retina XDR display with a 120Hz refresh rate, an A19 Pro chip, and a single 48-megapixel rear camera.

How the Internet Reacts

This made even the internet react with amusement and fascination. Reddit threads, Korean social media posts, and global commentary exploded with jokes and memes.