Apple’s recent Black History month fitness challenge, which rewards users with a “Unity Award” for exercising, has been met with controversy.
Apple Watch users have been notified of a campaign called “Unity Challenge” with the message:
“Let’s come together to honor black history. Earn this unity prize by locking your Move Ring for seven consecutive days during the month of February.”
TikToker Tamika Turner, who goes by the username @prettycritical, referred to the problem with the challenge in her post on Monday, January 20, 2023, with the caption:
“an Apple?”
Tamika called it an “incredible and unacceptable” stunt that was “deaf and sharp.” They also reminded everyone of the Tyr Nichols murder. They added:
“The only thing Apple has to say about honoring black people and black history is use our product, and maybe lose some weight.”
Where is the link? Netizens were divided on Apple’s unity challenge
The tech giant’s latest campaign for Black History Month has left many netizens debating the move.
Many netizens believe that the activity has nothing to do with black history and that they could have gone with other campaigns to support the black community and creators. They described the campaign as “embarrassing” and “bizarre”.
TikToker Tiffany Lofay commented that it was ironic that Apple would “ask for action” in an effort to “honor the descendants of slavery.”
One @liv user noticed that she had been sitting on her couch for seven days in a row to spite the company.
Here are some comments critical of the company’s loneliness challenge:
Meanwhile, the other half of TikTok has been supportive of the campaign. They commented that the protest is unfounded as the tech giant often faces similar challenges during holidays and other events. Some netizens have noticed that not everything is done with malicious intent and there is no need to read much into it.
TiktokerTally pointed out that the watch is meant to encourage physical fitness, so associating with Black History Month was a sensible move.
Here’s what other TikTokers had to say:
Tire Nichols was a FedEx driver who was seriously injured by a violent beating by five Memphis police officers at a traffic stop on January 7, 2023. Nichols succumbed to his injuries three days later.
The horrific incident sparked nationwide discussions about police brutality. The five policemen involved were dismissed and arrested for first degree murder.
Apple has not yet commented on the Unity Challenge controversy.
