In recent news, Apple released an iPad Pro ad that faced criticism for celebrating the destruction of human creativity and art. The video, shared on social media by CEO Tim Cook, depicted symbols of human creativity being crushed by a giant hydraulic press, revealing the new iPad Pro at the end. This led to backlash from internet users who felt that the ad missed the mark in empowering creatives.
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 DNA and stated that their goal was to empower users to express themselves creatively through their products. The company confirmed that they had missed the mark 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 the negative feedback, Apple has decided not to air the ad on TV, although it remains on Cook’s X account. This public acknowledgment of a misstep is unusual for Apple, known for its marketing prowess. The company’s swift response reflects a commitment to listening to feedback and addressing any issues that may arise with their advertising content. Despite this setback, Apple continues to be a leader in technology innovation and creativity empowerment through its products and services.