'We're sorry': Apple apologizes for new iPad Pro's controversial ad
What's the story
Apple has issued an apology for its contentious iPad Pro advertisement, "Crush," which faced backlash from the creative community.
The ad, featuring various artistic items such as a piano, video cameras, and paint cans being crushed by heavy machinery, was perceived as contradictory to Apple's commitment to creativity.
Tor Myhren, Apple's VP of marketing communications addressed the controversy in his statement to Ad Age.
Company's intent
Commitment to creativity and the intention
Myhren emphasized that "Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world."
"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," he added to his statement.
Information
How the new ad 'missed the mark'
The ad was intended to showcase the wide range of creative tools available on the new iPad Pro. It depicted various musical instruments and expressive tools being transformed into a sleek new iPad Pro. However, this symbolism was interpreted negatively by many viewers.
Public backlash
Public response and decision to abandon TV broadcast
The ad, despite accumulating millions of views on Apple's YouTube channel and CEO Tim Cook's X account, was seen as a symbol of how large tech companies could potentially stifle human creativity.
This negative interpretation led to Apple reportedly abandoning plans for a television broadcast.
The public apology from the Cupertino-based tech giant comes amid speculation about a potential creativity deficit within the company itself.
AI launch
Apple's upcoming AI features and market concerns
The ad controversy surfaces just weeks before Apple is set to unveil its generative AI features at WWDC, an announcement eagerly awaited by investors.
Generative AI uses existing content to algorithmically generate words, images, music, voices, or other content.
However, there are concerns that this technology could potentially render creators jobless as businesses and consumers embrace these technologies.
Critics argue that this backdrop makes the iPad Pro ad's message seem even more insensitive.