Apple apologizes for its controversial iPad Pro advert
It might have appeared like a good suggestion on the time, however an advert by Apple for its thinnest-ever iPad has become an enormous headache for the corporate.
The 68-second “Crush!” advert for the iPad Pro debuted with the unveiling of the new tablet on Tuesday. It exhibits a lot of objects akin to musical devices, books, and cans of paint being crushed by a hydraulic press in an obvious effort to display the way it’s compressed an enormous quantity of inventive potential right into a ultra-slim digital gadget.
Since Apple CEO Tim Cook posted the advert (beneath) on his X account, it’s obtained greater than 15,000 feedback, a lot of them criticizing the tech large for the best way it selected to advertise its newest top-end iPad.
Meet the brand new iPad Pro: the thinnest product we’ve ever created, probably the most superior show we’ve ever produced, with the unbelievable energy of the M4 chip. Just think about all of the issues it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
The firm is clearly feeling the warmth because it’s now apologized for the advert. Speaking to AdAge this week, Tor Myhren, Apple’s vice chairman of promoting communications, stated: “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”
One commenter on Cook’s social media publish wrote: “You destroyed all the creative tools and effort of humans. Worst. Commercial. Ever,” whereas one other stated that the advert “effectively convinced me I need less technology in my life.”
British actor Hugh Grant has additionally waded in, describing the ad as “the destruction of the human experience. Courtesy of Silicon Valley,” in what looks as if a dig at tech corporations’ fondness for generative AI instruments that change human creativity.
It’s uncommon for Apple’s advert creators to mess up on this method, and the corporate will likely be eager to rapidly put this gaffe behind it. Apple has now confirmed that it received’t be working the controversial advert on TV, although it stays on its YouTube channel the place it’s now racked up greater than 1,000,000 views.
