Apple apologises for new iPad Pro ad, pulls it from television broadcast: Here’s all we know

Apple recently unveiled the new iPad Pro on May 7th at the Let Loose event, featuring M4 chips. However, the ad campaign launched alongside seems to be the talk of the town right now.

The ad which showcases the device's capabilities has sparked controversy online leading to widespread criticism. Apple has already issued a statement of apology, but here are more details.

Apple iPad Pro Ad Controversy- Details

The now controversial ad in question, titled "Crush," featured an industrial-sized hydraulic press demolishing various items associated with creativity. The items showcased included musical instruments, books, and art supplies.

Released during the announcement of the iPad Pro, which features the advanced M4 chip, the ad aimed to symbolize the breakthrough technology of the device. As a result, the visual metaphor of crushing creative tools was perceived negatively.

Audience’s Reaction

Upon release, the commercial received immediate backlash on social media. Users condemned the portrayal of crushing symbols of human creativity, which seemed to contradict the very essence of what the iPad Pro is marketed to support.

Actor Hugh Grant described the advertisement as "the destruction of the human experience" by Silicon Valley, encapsulating the widespread sentiment of the artistic community.

Producer Asif Kapadia criticized the metaphor as a stark representation of how tech companies exploit and undervalue the arts.

The public outcry was significant, with many viewing the ad as a misstep that showed insensitivity to the creators who rely on these tools for their livelihoods.

Apple Responded

Facing the mounting controversy, Apple quickly issued an apology. Tor Myhren, Apple’s Vice President of Marketing Communications, expressed regret over the ad's reception.

They said in a statement, "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.”

The company acknowledged that the creative tools shown being crushed in the ad were indeed meant to symbolize the liberation from old methods through new technology like the iPad Pro, but the execution was poorly received.

In response to the feedback, Apple decided to pull the ad from its planned television broadcast, reaffirming its commitment to support and celebrate the creative community. This move reflects Apple's ongoing effort to maintain a positive brand image and listen to their consumer base's feedback.

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