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Apple Admits Mistake in iPad Pro Ad

Apple has apologized, admitting that its latest iPad Pro advertisement was a mistake. The ad, shared on social media by Apple CEO Tim Cook, faced immediate criticism for sending a negative message about how technology affects human creativity and art.

Why People Were Upset

The ad was supposed to show off the new iPad Pro’s capabilities. It featured symbols of human creativity—like musical instruments, paint cans, an ’80s arcade game, and a bust of a human head—being crushed by a giant hydraulic press. Many viewers saw this as a message that technology was destroying creative tools. One person commented, “The symbolism of crushing beautiful creative tools is an interesting choice,” while another said, “This ad convinced me I need less technology in my life.”

Fears About AI and Creativity

The timing of the ad made things worse, as many people are already worried that AI and technology could replace human workers, even in creative jobs. Actor Hugh Grant criticized the ad, saying it represented “the destruction of the human experience.” This feeling was shared by many who are concerned about AI taking over creative fields.

Apple’s Apology

In response to the backlash, Apple’s vice president of marketing communications, Tor Myhren, apologized in a statement to AdAge. He said, “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.”

Pulling the Ad

Apple has decided not to run the ad on television anymore, but it hasn’t been removed from Tim Cook’s social media account. This rare public apology from Apple shows how serious the backlash was and how much the company values its creative users.

Apple has apologized for its controversial iPad Pro ad, admitting it “missed the mark” after backlash over its portrayal of technology destroying creativity. Discover the details behind the criticism and Apple’s response.

Young man holding digital tablet with blank screen, place for advertising, mockup outdoors

Frequently Asked Questions About Apple’s iPad Pro Ad Controversy

1. What was the main issue with the Apple iPad Pro ad?

The main issue with the iPad Pro advertisement was its imagery of creative tools like musical instruments and paint cans being crushed by a hydraulic press. Many viewers felt this represented technology destroying traditional forms of creativity, which sparked a lot of negative reactions. People felt the ad suggested that technological advancements were more important than human creativity, which contradicted the values many associate with Apple.

2. Why did Apple apologize for the iPad Pro ad?

Apple apologized because the ad received a significant amount of backlash from the public, including criticism from celebrities like Hugh Grant. The feedback indicated that the message was perceived negatively, suggesting a conflict between technology and human creativity. Apple’s vice president of marketing communications, Tor Myhren, acknowledged that the ad failed to convey their intended message of celebrating creativity through technology, and therefore, they issued an apology to clarify their commitment to supporting the creative community.

3. Has Apple removed the controversial ad?

Apple decided not to broadcast the ad on television following the backlash, but it has not been removed from Tim Cook’s social media accounts. The decision to keep the ad online but cancel its TV run shows that while Apple recognizes the ad was poorly received, they are choosing to maintain a record of it in some form. This move may also be a part of their broader strategy to handle public relations by acknowledging mistakes without completely erasing them.

Sources CNN