Jeanne Magazines which is a French news outlet had first noticed that the Mother’s Day iPhone ad was modified by Apple in various countries. The US version of the app add shows same sex couple however that was removed from various other versions like the French, Japanese, Turkish, Italian and German. The Canadian, Australian and Mexican version still feature the same sex couple.

The image in which the removal of the couple for the particular country version of the ad was replaced with a mother and the child image has shown Vanessa Ray and Melanie are the lesbian couple who have shared their family images on Instagram in which they are very active. In regards to their international country advertisements, the modifications have been done in the past by the company. For example, the French and American version of the date feature of Apple watch featured tattoos; however that was not the case in the Japanese version. In order to ensure that the ads the company makes should be suitable to the culture of the country where they are aired, Apple works on getting it modified accordingly.

Apart from Apple even Toyota does the same thing, in their French advertisement; they removed the same sex couple from their ad. On the other hand, Coca‐Cola went ahead and depicted a heterosexual wedding in Ireland instead of the depicted same sex marriage. The wedding scene for the ad aired in France had a football match as a replacement. Similarly there have been various kinds of advertisements which have been aired in various countries with same sex couples. It clearly reflects the support the company has towards the marriage of same sex. There have been various social issues that Tim Cook the CEO of the company has stood up for which even includes equality in marriages, voicing public opposition towards the legislation of anti gay in various states.