Apple crushed by iPad ad backlash: 'Sorry. We missed the mark'
After getting dragged online for being insensitive towards creators, Apple has apologised for its controversial ad for iPad Pro 2024. The company added that the plans to air the commercial on TV have been scrapped as well. “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,” said Tor Myhren, VP of Marketing Communications at Apple. Shared by CEO Tim Cook on X, the Apple iPad ad showed a large hydraulic press crushing everyday objects of creativity like musical instruments, and paint jars among other things only to reveal the brand new iPad, Apple's thinnest ever. The minute-long advert aimed to make a point about the versatality of the new iPad Pro 2024, which can be used by musicians, gamers and other artists. However, for numerous viewers, it came across as Apple's attempt at destroying traditional creativity. The optics of the ad cannot be ignored in an age where creators have been facing tough competition from AI. Many creators also voiced their disdain for the ad, especially since creative tools are considered sacred among artists. Among the people who were appalled by the ad included celebrities like Hugh Grant and Justine Bateman.
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