Apple apologizes for depicting destroyed musical instruments. Pictured: Tim Cook. Getty Images
Apple releases an advertising clip for the new iPad model that provokes controversial reactions.
The video shows the destruction of various objects in a press to demonstrate the power of the iPad.
Apple apologizes for the clip and decides not to show it on television.
Apple has sparked controversial reactions with a recently released advertising clip for its new iPad model. The video was intended to highlight the diverse capabilities of the more powerful Pro model in the tablet range. It does so by crushing musical instruments such as a trumpet and a piano, paint pots, cameras, a sculpture and a video game machine in a gigantic press.
The German Press Agency (DPA) reports that despite the computer-generated representation, many viewers were outraged and criticized the destruction of creativity tools. Actor Hugh Grant also expressed concern about Silicon Valley’s “destruction of the human experience” on the online platform X.
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The DPA further reports that Apple apologized for the advertising clip and announced that it would not be shown on television. Tor Myhren, a manager at Apple, emphasized to the advertising trade publication Ad Age that it is important for the company to develop products for creative people. He admits that they missed their goal with the video.
CEO Tim Cook published the video on Tuesday to present the new iPad models.
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