--- description: The Times says it was an "unfortunate coincidence." title: Apple ran this unfortunately placed iPad ad next to a story about the Malaysian Airlines crash image: https://static.time.com/v3/assets/bltea6093859af6183b/bltd67688c5b55143fb/6986846935ba6f846fc00d86/ipadmini1.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [World](/section/world/) ## World Update your preferences in [Account Settings](/account/preferences/) Close * [Advertising](/tag/advertising/) ## Advertising Update your preferences in [Account Settings](/account/preferences/) Close # Apple Subject of Embarrassing Faux-Pas With Its New iPad Ad by [Laura Stampler](/author/laura-stampler/) ## Laura Stampler Update your preferences in [Account Settings](/account/preferences/) Close Mar 25, 2014 2:45 PM CUT  Apple by [Laura Stampler](/author/laura-stampler/) ## Laura Stampler Update your preferences in [Account Settings](/account/preferences/) Close Mar 25, 2014 2:45 PM CUT _New York Times_ online readers were [treated to an unfortunate juxtaposition](http://adage.com/article/media/york-times-removes-apple-ad-flight-370-juxtaposition/292302/ "undefined") Monday when an Apple iPad Air ad ran next to an article about Malaysian Airlines flight 370\. The homepage showed an underwater scuba diver next to the headline, “Malaysia Says Jet Went Down in Ocean.” _Ad Age’s_ Michael Learmonth caught the gaffe: > [](https://twitter.com/learmonth/status/448165815636881408) This was a case of bad luck for Apple as advertisers do not have prior knowledge of what headlines will appear on a homepage. A spokesperson for the _Times_ told _Ad Age_, “It was an unfortunate coincidence that this particular creative ran adjacent to that particular article. The ad was taken down by mutual agreement and we are still determining a resolution regarding placing the ad again.” \[[_Ad Age_](http://adage.com/article/media/york-times-removes-apple-ad-flight-370-juxtaposition/292302/ "undefined")\] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/36965/apple-just-made-an-embarassing-faux-pas-with-its-new-ipad-ad/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/36965/apple-just-made-an-embarassing-faux-pas-with-its-new-ipad-ad/"},"headline":"Apple Subject of Embarrassing Faux-Pas With Its New iPad Ad","datePublished":"2014-03-25T14:45:27.000Z","dateModified":"2026-02-21T06:57:00.012Z","description":"The Times says it was an \"unfortunate coincidence.\"","url":"https://time.com/36965/apple-just-made-an-embarassing-faux-pas-with-its-new-ipad-ad/","keywords":["Advertising","Apple","Malaysia Airlines Flight 370"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/bltd67688c5b55143fb/6986846935ba6f846fc00d86/ipadmini1.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Laura Stampler","jobTitle":null,"url":"https://time.com/author/laura-stampler/"}],"articleSection":"World","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/bltd67688c5b55143fb/6986846935ba6f846fc00d86/ipadmini1.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"ipadmini1","caption":"","creditText":"Apple","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/world/","name":"World"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/advertising/","name":"Advertising"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/36965/apple-just-made-an-embarassing-faux-pas-with-its-new-ipad-ad/","name":"Apple Subject of Embarrassing Faux-Pas With Its New iPad Ad"}}]}] ```