Apple makes a Bokeh commercial, uses "bokeh" as a verb and pronounces it wrong

“Bokeh” is a Japanese word describing the aesthetic quality of the blur in out-of-focus areas of photos. And as we all know, it’s a noun. Well, Apple decided to play with language a bit in its latest ad and turn “bokeh” into a verb. Oh, and the ladies in the ad are pronouncing it wrong as well.

Apple’s iPhone XS and iPhone XR come with Depth Control feature that lets you adjust the bokeh effect on backgrounds before or after you shoot. This way “you can turn a cute portrait of two kids into a stunning portrait of one kid,” Apple writes. Or you can “bokeh a child,” according to the ad, and “un-bokeh” him as well.

Okay, I know that language evolves and changes. This ad instantly made me remember that “google” has become a verb in colloquial use. Still, changes like this happen spontaneously and with time, you can’t force it. And with “bokeh’d children,” I think Apple is forcing it, big time! Along with that mispronunciation of “bokeh,” this ad makes me cringe. Here’s how you should pronounce “bokeh.”