After Massive Outrage, Apple Apologises For New iPad Pro's 'Crush' Ad

In a rare move, Apple has issued an apology after its ad for the newly-launched iPad Pro ran into controversy. Following the backlash online, Apple admitted that it missed the mark and said the company wouldn't air the ad, which showed an industrial press crushing objects linked to human creativity, on television as planned.

AFP

We are sorry: Apple

¡°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,¡± Apple marketing VP Tor Myhren told Ad Age in a statement.

Also read: Apple iPad Pro 2024 Vs iPad Air 2024: Top Specs, Features

Apple's controversial ad

The one-minute-long ad showed symbols of human creativity, like musical instruments, paint cans, an ¡¯80s arcade video game and a bust of a human head crushed by a giant hydraulic press.

AP

Then the crusher reveals the newly unveiled iPad, symbolising how much the new thinner model encompasses.

"Meet the new iPad Pro: the thinnest product we¡¯ve ever created," Apple CEO Tim Cook, wrote on Twitter while sharing 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

¡ª Tim Cook (@tim_cook) May 7, 2024

Poor taste and timing

But it did not go down well with most social media users.

The ad that many saw as a depiction of how technology was destroying human creativity also came at a time when there are growing fears about an AI takeover of all kinds of jobs, including many that have been the domain of artists.

Also read: After Scrapping Its EV Project, Apple Is Reportedly Building Home Robots

"I¡¯m not sure ¡®wanton destruction of all the good and beautiful things is this world¡¯ was really the vibe you were trying for," said one person.

"Maybe for the next Apple Watch Pro you should crush sports equipment, show a robot running faster than a man," added another.

"It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I'm ashamed to buy Apple products since nineteen years," commented another.

Hollywood joins the criticism

It was not just Apple enthusiasts who found the ad problematic. Many big names in Hollywood, including actor Hugh Grant, screenwriter Ed Solomon, director Reed Morano and many more had criticised the ad.

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