After several criticisms, particularly from creatives, Apple has apologized for its latest advertisement promoting the new iPad Pro.
The video in question shows various musical instruments and tools for artistic creation, such as a camera or a piano, being smashed together to create the brand's new product.
"Creativity is in our DNA and it's extremely important to us to design products that empower creatives around the world," explained Tor Myhren, Apple's vice president of marketing, in a statement.
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"Our goal is always to celebrate the myriad ways that users express themselves and bring their ideas to life through the iPad. We missed the mark with this video and we're sorry for that," said the head of the Cupertino company.
Most of the criticisms of the spot criticized the fact that the ad shows that technology is powerful enough to destroy the human part involved in creation.
The "Crush" ad has over two and a half million views on Apple's YouTube channel and was shared by Tim Cook, the brand's CEO, on X.
"Imagine all the things it could be used to create," he wrote, in a post that drew a lot of criticism in the comments.
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
— Tim Cook (@tim_cook) May 7, 2024
According to Apple, this approach was chosen to highlight the new features of the new product, which is a thinner model that concentrates in itself all the characteristics of the objects that have been crushed by the hydraulic press.
However, in view of the controversy, Apple's campaign will not be aired on television.
The tech giant presented its new tablet, which has a new chip for Artificial Intelligence computing. The iPad Pro, which became available to order last Tuesday, has updated screens and is the thinnest Apple product ever".
