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Beyond specs: Apple's iPhone 17 launch sparks ethical debate among Malaysians

Beyond specs: Apple's iPhone 17 launch sparks ethical debate among Malaysians

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Last month, Apple unveiled its iPhone 17 lineup to much excitement around the world. While users in markets such as Hong Kong showed admiration for its design aesthetics and upgraded features, Malaysian social media users on the other hand, stood out as the most critical with 42% positive, 24% negative and 34% neutral. 

According to media intelligence firm CARMA, which monitored activity across X, Reddit, YouTube and HardwareZone from 24 August to 24 September 2025, Malaysia's discussions were unique for framing the iPhone launch through political and ethical lenses rather than consumer excitement.

Don't miss: Study: Local MY brands thrive amid consumer-led brand boycotts

In comparison to other markets, mentions from Malaysia also carried the highest proportion of negative sentiment, largely driven by activism and ethical criticisms surrounding the brand. In fact, the launch saw a flashmob protest outside the Apple Store in The Exchange TRX mall, with activists calling for boycott against the tech giant.  

Activists at the flashmob protest accused Apple of humanitarian and labour exploitation in Palestine and the Democratic Republic of Congo. The demonstration fuelled online discourse, amplifying accusations of child labour in Apple’s mineral sourcing practices, added CARMA. 

Brand boycotts influence discourse

The boycotts surrounding the iPhone 17 launch reflects a broader shift in Malaysian consumer behaviour, where political and ethical concerns increasingly influence brand perception.

In the wake of the Israel-Hamas conflict, over half (52%) of Malaysians reported boycotting brands they believed had business ties with Israel, with more than 60% opting for local alternatives, according to a study by Ampersand Advisory and InsightzClub.

Among brand-boycotters, 91% intentionally stopped buying products from targeted brands, 31% shared social media posts encouraging boycotts, and 19% created their own posts to promote their stance. Additionally, 25% engaged with social media content advocating boycotts, while 8% participated in physical demonstrations.

Record buzz in Asia

Zooming out of Malaysia, Apple’s iPhone 17 series launch generated the most conversation in Asia, accounting for 43% of all online discussions worldwide. The launch, which also introduced new Apple Watch and AirPods models featuring AI-driven functions, including automatic translation and blood pressure monitoring alerts, sparked 52.7% positive sentiment and 9.5% negative sentiment globally.

Overall, engagement around the iPhone 17 exceeded that of the iPhone 16. While last year’s release drew attention for its camera control button, thinner bezels, and faster A18 chip, this year’s chatter was dominated by Apple’s shift to eSIM-only models and debate over the absence of a classic black colour option.

Related articles:
Survey: Apple’s iPhone 17 colour choices divide Hong Kong netizens
Apple’s final collab with Jane Goodall celebrates creativity’s first spark 
Apple’s cinematic stunt proves the iPhone 17 Pro can take a beating  

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