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Apple has apologized after its new iPad Pro ad received widespread and sharp criticism.
The ad, titled “Crush!”, was released earlier this week. A hydraulic press is shown crushing musical instruments such as pianos and guitars, and media equipment such as televisions and cameras.
of short advertisement It shows news outlets completely destroying the object and lifting a single device: the new slim iPad Pro.
“Creativity is in Apple’s DNA, and designing products that empower creators around the world is extremely important to us,” Thor Millen, Apple’s vice president of marketing communications, told Ad Age. said in a statement. “Our goal is to always celebrate the countless ways users can express themselves and bring their ideas to life through iPad. We apologize for missing the point in this video.”
Apple unveils new iPad Pro and Air tablets
Apple has apologized after an ad for its new iPad Pro caused an uproar on social media. (Scott Olson/Getty Images/Getty Images)
The ad received overwhelmingly negative attention, with many people saying it was offensive or disrespectful.
FOX Business reached out to Apple but did not immediately receive a response.
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It was first shared by Apple CEO Tim Cook on Tuesday in a post about the X, calling it “the most advanced display we’ve ever made.”
“Introducing the new iPad Pro. It’s the thinnest product we’ve ever created and our most advanced display, with the incredible power of the M4 chip. “Just imagine all the things that could be used to do that,” Cook said. he wrote.
The ad has since been widely shared and faced similar blowback, with several people making critical comments.
One user wrote, “I’m not sure if ‘wantonly destroying everything good and beautiful in this world’ is really the vibe you were going for.”
“I can’t relate to this video at all. It shows a lack of respect for creative equipment and mocks the creators,” added another user.
Apple CEO Tim Cook talks about viral advertising. (Reuters photo)
Yet another user wrote, “It’s great that they’re smashing symbols of human creativity and cultural achievement to appeal to professional creators.”
“Sad to see creative tools like musical instruments and cameras being destroyed. I don’t think creators will like this video,” one user wrote.
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Another said: “The symbolism of indiscriminately shattering a beautiful creative tool is an interesting choice.” Another reply read, “You have destroyed all human creative tools and efforts. It’s the worst. It’s commercial. It’s the worst ever.”
The new iPad Pro is the first Apple device to feature the M4 chip. The larger version with a 13-inch display is the thinnest Apple device to date, with a thickness of his 5.1 millimeters. (Christoph Dernbach/Photo Alliance via Getty Images/Getty Images)
“This is a heartbreaking, disgusting and selfish ad. This result makes me embarrassed to have been buying Apple products since 2019,” agreed another.
The ad remains running on Cook’s account and Apple’s YouTube account. Other ads for the new device highlight its processor and graphics capabilities.
iPad Pro prices start at $999. It is scheduled to be released on May 15th.
