Apple's recent ad for the new iPad Pro has sparked controversy online. Released by the tech giant on Tuesday, the ad features a hydraulic press crushing various creative tools, including a piano, record player, paint, books, cameras, and arcade game relics, to reveal the new iPad Pro. The narrator declares it as "the most powerful iPad ever" and "also the thinnest."
While Apple's aim was likely to showcase the new product's capabilities, critics have called the ad tone-deaf. Marketing experts, including Americus Reed II from The Wharton School, have expressed discomfort with the ad's message. They suggest it portrays technology as crushing the joy of nostalgic experiences.
The ad comes at a time when many people feel uncertain about technological advances replacing traditional ways of life. This sentiment is amplified by the rapid development of generative artificial intelligence. Watching cherished items being destroyed in the ad only adds to these fears.
Celebrities, including actor Hugh Grant, have criticized the ad on social media, with Grant calling it "the destruction of the human experience, courtesy of Silicon Valley." Filmmaker Justine Bateman described the ad as crushing the arts.
The ad marks a departure from Apple's usual marketing approach, which has focused on uplifting creativity and individuality. Vann Graves from Virginia Commonwealth University's Brandcenter noted that the ad contradicts Apple's past message of celebrating creativity.
Following the backlash, Apple issued an apology through Ad Age, stating, "Creativity is in our DNA at Apple," and expressing regret for missing the mark with the ad. The company also announced that it would not run the ad on TV.
Apple unveiled its latest iPad Pros and Airs earlier this week, highlighting new features such as a thinner design, a new M4 processor, upgraded storage, and dual OLED panels for a brighter display. The company is aiming to boost iPad sales, which have declined in recent years, accounting for just 6% of its total sales.