Apple expressed regret on Thursday following backlash from an advertisement promoting its newest iPad Pro model. The commercial displayed an animation of various artistic instruments and other symbols of creativity being crushed, leading to criticism. Ad Age magazine quoted Apple as stating, “we aim to consistently applaud the many ways in which our users use the iPad to voice their creativity and bring their ideas to fruition. We missed our target with this advertisement, and for that, we apologise.”
Despite not commenting directly, an Apple representative advised all queries be referred to Ad Age’s report. The contentious ad, named ‘Crush’, which has amassed over a million views on Apple’s YouTube channel and was promoted by CEO Tim Cook on social media platform X, shows an assortment of artistic implements and items, including a camera, guitar, piano, and paint, being crushed by a heavy-duty machine. Following this, the advertisement introduces the revamped iPad, highlighting how the new, slimmer model incorporates these creative tools.
The commercial was criticised online for being insensitive and a drastic shift from Apple’s traditional branding portrayal as unique, user-friendly, and a solution to a dystopian, monotonous world. Actor Hugh Grant expressed his distaste on a post on X, stating the advertisement showcased “the eradication of human experience by Silicon Valley.”
The tech behemoth, headquartered in Cupertino-California, launched the tablet on Tuesday, complete with a new artificial intelligence chip to close the gap on other major tech conglomerates in the race to master this evolving technology. Apple announced that the iPad Pro, which was available to order Tuesday, boasts improved displays and is “the slimmest Apple product to date.” – Reuters