Apple has issued an apology and acknowledged it “missed the mark” with its recent iPad Pro advertisement. The ad, sha🃏red on social media by Apple CEO Tim Cook, faced criticism from online users who interpreted it as glorifying technology's undermining of human creativity and art. Apple's vice president of marketing c♋ommunications, Tor Myhren, expressed regret in a statement to AdAge.
“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,” Myhren said. “We missed the mark with this video, and we’re sorry.”
While Apple confirmed the statement ꦇprovided to AdAge, they opted not to offer further commentary, as reported by CNN.
The advertisement depicted various symbols of human creativity🅠, such as musical instruments, paint cans, an '80s ar꧃cade video game, and a human head bust, all crushed by a massive hydraulic press, revealing Apple's new iPad Pro.
In a post on X accompanying the video, Cook introduced the n𓄧ew iPad Pro: “Meet the new iPad Pಌro: 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.”
The online reaction to the ad was swift, with users criticizing its symbolism and impact. Some questioned the appropriateness of the ad amid concerns about AI replacing creative workers. Actor🌠 Hugh Grant condemned the ad as representing "the destruction of the human exper🅰ience."
Here is the video of the advertisemen🐻t which stirred up the controversy.
Apple has dඣecided not to air the ad on TV, as⭕ reported by AdAge.
Whi🐎le rare for Apple, the apology signifies a recognition of misjud🍰gment, though the ad remains on Cook's X account.
