Apple has issued an apology for its recent iPad Pro advertisement that sparked backlash for its portrayal of technology's impact on human creativity. The ad, shared on social media by Apple CEO Tim Cook, featured symbols of creativity being crushed by a hydraulic press to reveal the new iPad Pro.
In response to the criticism, Apple's vice president of marketing communications, Tor Myhren, acknowledged the misstep and emphasized Apple's commitment to empowering creatives worldwide. Myhren expressed regret for missing the mark with the video and stated that celebrating user expression is a core value at Apple.
The ad, which highlighted the thin design and advanced display of the iPad Pro, drew immediate backlash online. Critics argued that the imagery of destroying creative tools sent a negative message about technology's role in art and innovation. Some social media users even suggested that the ad made them reconsider their relationship with technology.
Notable figures, including actor Hugh Grant, weighed in on the controversy, with Grant describing the ad as symbolic of 'the destruction of the human experience.' Concerns were also raised about the ad's timing amid fears of artificial intelligence replacing human workers, particularly in creative industries.
Following the public outcry, Apple has decided not to air the ad on television. While the company rarely issues apologies, the acknowledgment of the ad's impact signals Apple's responsiveness to customer feedback.
Despite the apology, the ad remains on Cook's social media account, serving as a reminder of the importance of thoughtful and respectful advertising in the digital age.
