In a recent social media post by Apple CEO Tim Cook, the company released an iPad Pro ad that faced intense criticism for celebrating the destruction of human creativity and art. The video depicted symbols of human creativity being crushed by a giant hydraulic press, revealing the new iPad Pro at the end. This sparked backlash from internet users who felt that the ad missed the mark in empowering creatives.
In response to the criticism, Apple’s vice president of marketing communications, Tor Myhren, issued an apology for the ad. He acknowledged the importance of creativity in Apple’s DNA and stated that their goal was to empower users to express themselves creatively through their products. The company confirmed that they had missed the mark with the video and offered an apology for any offense caused.
The ad was met with immediate backlash online, with some social media users expressing discomfort with the symbolism of destroying creative tools like musical instruments and paint cans. Concerns were also raised about the impact of technology on human creativity, with fears that AI could replace workers in creative fields. Actor Hugh Grant criticized the ad, calling it a representation of the destruction of the human experience.
As a result of this negative feedback, Apple has decided not to air the ad on TV, although it remains on Cook’s X account. This public acknowledgement of a misstep is unusual for Apple, known for its marketing prowess. However, their swift response reflects a commitment to listening to feedback and addressing any issues that may arise with their advertising content.