Apple recently released an ad for the new iPad Pro that faced criticism from internet users. The ad, shared by CEO Tim Cook on social media, depicted symbols of human creativity being crushed by a giant hydraulic press. This led to backlash from creatives who felt that the ad missed the mark in celebrating their work.
In response to the criticism, Apple’s vice president of marketing communications, Tor Myhren, apologized for the ad. He acknowledged the importance of creativity in Apple’s products and stated that their goal was to empower users to express themselves through their devices. The company confirmed that they had made a mistake with the video and offered an apology for any offense caused.
The ad was met with immediate backlash online, with some social media users expressing discomfort with the symbolism of destroying creative tools like musical instruments and paint cans. Concerns were also raised about the impact of technology on human creativity, with fears that AI could replace workers in creative fields. Actor Hugh Grant criticized the ad, calling it a representation of the destruction of the human experience.
As a result of this negative feedback, Apple has decided not to air the ad on TV despite it remaining on CEO Tim Cook’s X account. This is unusual for Apple as they are known for their marketing prowess. However, this public acknowledgment of a misstep reflects a commitment from Apple to listen to feedback and address any issues that may arise with their advertising content.
