Apple apologized this Thursday for an ad for its new iPad Pro after it was met with heavy criticism for showing a series of creative tools and objects being destroyed by an industrial shredder, reports Ad Age, which has released an exclusive statement from the company. American company.
VIDEO: Apple presents the finest product in its history
«Creativity is in our DNA at Apple, and it is incredibly important for us to design products that empower people. [personas] from around the world,” said Tor Myhren, vice president of marketing communications for the company. «Our goal is to always celebrate the countless ways in which users express themselves and bring their ideas to life through iPad. “We missed the mark with this video, and we are sorry,” he added.
The ad, titled ‘Crush’, was intended to be a metaphor suggesting all the creative potential of the latest version of its iconic tablet, which is the finest product ever created by the tech giant.
However, many Internet users interpreted the promotional video as a grim representation of technology crushing the history of human creativity, something that is currently worrying the creative industry due to the rise of artificial intelligence. With RT