Apple has come under fire for its latest Black History Month campaign which was deemed “tone-deaf” and “cringey” by social media users. The campaign called the “Unity Challenge” is a fitness challenge that rewards users who close their “Move Ring” seven days in a row with a “Unity Award.”
The challenge was criticized especially in the wake of the recent fatal beating of Tyre Nichols and the ongoing protests against police brutality and racial injustice. In this article, we will examine why the challenge sparked such a strong reaction on social media.
The Unity Challenge Controversy
The “Unity Challenge” was widely criticized on social media, particularly on TikTok where user @prettycritical shared her reaction to the notification she received on her Apple Watch. In her video, she called the challenge “unbelievable” and “unacceptable” and criticized Apple for its insensitivity in the wake of Tyre Nichols’ murder.
“Unity Challenge: Let’s come together to honor Black history,” the challenge read, according to the TikTok. “Earn this Unity award by closing your Move ring for seven days in a row during February.”
“Good morning to everyone, except for Apple, which pushed me this notification this morning,” TikToker @prettycritical said in her video.
“I just think it’s unbelievable and unacceptable that, especially in the wake of Tyre Nichols’ murder, the one thing that Apple has to say about honoring black people and black history is use our product, maybe lose a little weight, I mean’ come on,” she added in response to the challenge.
Many social media users echoed @prettycritical’s thoughts and expressed their disappointment with Apple’s campaign. Some users felt that asking users to exercise to commemorate Black History Month was inappropriate, and others were surprised to see that the only way Apple chose to recognize the contributions of Black people was by encouraging them to use its fitness app.
People expressed criticism of Apple’s campaign in the comments section of Turner’s viral clip. One person denounced it as strange, while another person expressed surprise and disappointment, saying that they didn’t expect to receive the award when they bought their watch. Another person commented that Apple could have used their platform to support the Black community and Black creators instead.
Defenders of the Challenge
However, there were also users who defended Apple’s decision to run the “Unity Challenge” during Black History Month. One user pointed out that the goal of the Apple Watch is to encourage fitness and that tying it to current events like Black History Month is not necessarily a bad thing. Another user felt that @prettycritical’s reaction was over the top, and that the challenge was not intended to be malicious.
“The goal of the Watch is encouraging fitness and they will tie it with current happenings,” one user wrote. “We could read deeper into it but I dont think we need to.”
“i think you’re reaching miss mama like as black peolle we gotta stop thinking everything lil thing is against us this is not malicious,” another user commented. @prettycritical clarified she didn’t think the move was malicious, but “tone deaf and cringey.”
Apple has taken a multi-faceted approach to celebrate Black History Month, including highlighting the work and stories of people in the Black community. The “For Us, By Us” playlist on Apple Music offers a curated selection of music that celebrates resilience and resistance.
Apple’s Black Unity Collection features a special-edition Apple Watch Black Unity Sport Loop, a matching watch face, and iPhone wallpaper. In addition, Fitness+ trainer JoAnna Hardy will lead a meditation dedicated to Black History Month, among other initiatives.
Apple’s Black History Month Initiatives
Apple’s Black History Month initiatives extend beyond the “Unity Challenge.” The company has also highlighted the work and stories of people in the Black community on Apple Music and has released a “Black Unity Collection” that includes a special-edition Apple Watch and iPhone wallpaper. The company has also promised a new meditation led by Fitness+ trainer JoAnna Hardy dedicated to Black History Month.
What Apple Can Learn From This
The “Unity Challenge” sparked a heated debate on social media, with some users feeling that the challenge was insensitive and inappropriate, while others defended it as a way to encourage fitness and to celebrate Black History Month. Regardless of the differing opinions, it’s clear that the challenge was not well received by a significant portion of social media users. In the future, it’s important for companies like Apple to consider the potential impact of their initiatives, especially when it comes to sensitive issues like race and social justice.
