Apple's latest advertisement for the new iPad Pro has sparked significant online discussion. Released by the tech giant on Tuesday, the ad features a hydraulic press crushing various creative tools and instruments, such as a piano, record player, paint, books, cameras, and relics of arcade games. The result? A pristine new iPad Pro emerges from the destruction.
The advertisement aims to showcase the capabilities of the new product. However, critics have deemed it tone-deaf. Marketing experts have noted that the execution of the campaign missed the mark. Americus Reed II, a marketing professor at The Wharton School of the University of Pennsylvania, expressed a disturbing reaction, feeling that the ad conveyed technology crushing the nostalgic joy of past times.
The timing of the advertisement is also questioned, as many feel uncertain about technological advances replacing their work or everyday routines. The commercialization of generative artificial intelligence adds to these fears. Several celebrities criticized the advertisement on social media, with actor Hugh Grant calling it "the destruction of the human experience. Courtesy of Silicon Valley."
The advertisement's metaphorical impact on the creative industry is discussed, with filmmaker Justine Bateman stating that it "crushes the arts." This advertisement is seen as a departure from Apple's previous marketing, which focused on uplifting creativity and individuality.
In response to the backlash, Apple issued an apology and announced that the ad will no longer run on TV. Apple's vice president of marketing communications, Tor Myhren, emphasized the company's commitment to empowering creatives and celebrating self-expression.
The new iPad Pro features a thinner design, an M4 processor for added power, upgraded storage, and dual OLED panels for a brighter display. Apple aims to boost iPad demand following a decline in sales, with the iPad currently accounting for just 6% of the company's sales.