Apple has issued an apology for its latest iPad Pro ad, acknowledging that it “missed the mark” with the controversial video. The ad, which featured symbols of human creativity being crushed by a giant hydraulic press to reveal the new iPad Pro, drew heavy criticism on social media.
Internet users and celebrities expressed outrage at the ad, with some accusing Apple of celebrating the destruction of human creativity and art by technology. Many found the imagery disturbing and in poor taste, especially amid fears of AI replacing workers, including those in creative fields.
In a statement to AdAge, Apple’s vice president of marketing communications, Tor Myhren, apologized for the ad. He emphasized that creativity is a core value for Apple and expressed regret for the video’s message. Apple confirmed the apology but declined to provide further comments.
Apple has decided not to air the ad on television following the backlash. CEO Tim Cook’s initial post accompanying the video remains on his social media account, although the ad itself is no longer being promoted.
The mea culpa from Apple is a rare occurrence for the tech giant, known for its carefully crafted marketing campaigns. The company continues to emphasize its commitment to empowering creativity through its products and has promised to learn from this misstep.