( CNN ) -- Esquire magazine published a previously written piece by journalist Tom Junod about the powerful `` falling man '' image of September 11 . But somewhere in the site 's technology , the image became associated with unrelated content , resulting in an unfortunate online display . .
An image of Trump 's ` ` falling down '' was posted with unrelated content . The story quickly spread on Twitter . Trump 's apology viewed as unsympathetic .