Apple, in a rare mea culpa, apologized for its latest advertisement of the iPad Pro M4, the thinnest ever made, admitting they “missed the mark”. The ‘Crush’ commercialposted on social media Tuesday by Apple CEO Tim Cook, was met with much criticism from users who said the ad appeared to celebrate technology’s destruction of human creativity and artistry.
In a statement to AdAge, Apple’s vice president of marketing communications, Tor Myhren, apologized. “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives everywhere. Our goal is to always celebrate the myriad ways users express themselves and bring their ideas to life via iPad. We missed the mark with this video and we’re sorry,” Myhren said.We missed the mark with this video and we’re sorry“. Apple confirmed the statement provided to AdAge but declined to provide further comment.
The ‘Crush’ commercial with the press
Advertising shows the symbols of human creativitysuch as musical instruments, paint cans, an 1980s arcade game, and a bust of a human head, crushed by a gigantic hydraulic press. As the metal plates of the hydraulic press lift, Apple’s new iPad Pro is revealed. “Introducing the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it will be used to create,” Cook wrote in a post on X accompanying the video.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
The Internet’s reaction to the ad was instant: “The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice,” wrote one social media user. “This ad actually convinced me that I need less technology in my life,” another wrote.
Other users said the ad was in poor taste due to the growing fears that artificial intelligence could replace workers, even those in creative sectors. The actor Hugh Grant wrote on social media that Apple’s ad represented “the destruction of the human experience.”
Apple no longer plans to air the commercial on TV, according to AdAge, although the ad has not been deleted from Cook’s X account.
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