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In June 2012, hardware company ASUS tweeted a picture of a woman in a tight white dress displaying computer equipment to a crowd of (mostly or entirely male) onlookers and photojournalists. The photograph was taken from behind. ASUS wrote "The rear looks pretty nice. So does the new Transformer AIO."

On 5 June, in a notable case of an actual apology, they tweeted: "We apologise for the inappropriate comment on Twitter earlier. We will take steps to ensure this doesn’t happen again."

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