Days after Apple released its iPad Pro, the tech giant apologized via trade publication Ad Age for its controversial advert, which showed cultural objects such as cameras, sculptures, musical instruments, and books being squished into oblivion by a hydraulic press leaving behind the iPad Pro.
Upon replacing the items, the voiceover announces: “The most powerful iPad ever is also the thinnest.” Since publication, the company has acknowledged that the advert was misjudged.
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” said Tor Myhren, Apple’s Vice-President of marketing communications.
Myhren added: “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.”
People took to social media to critique Apple’s idea that an iPad could possess the same quality and meaning as all the objects it is seemingly trying to replace. British actor Hugh Grant reposted the ad on X saying: “The destruction of the human experience, courtesy of Silicon Valley.”
Another damning comment on X from U.S. filmmaker Justine Bateman read: “Why did Apple do an ad that crushes the arts? Tech and AI means to destroy the arts and society in general.”
Christopher Slevin, Creative Director at UK Marketing agency Inkling Culture, echoed his fear of technology takeover in society. “The new iPad Pro ad, while stunning, hints at a future where our creativity is confined to digital screens, and all physicality is crushed beneath the relentless march of technology,” he wrote on LinkedIn.
Following the backlash, converging reports state Apple has canceled plans to show the advert on television. However, CEO of Apple Tim Cook, has kept the video advert on his X and YouTube profile.