Apple's new iPad Pro advertisement, which shows an industrial press literally destroying various items, sparked angry reactions among people in the entertainment and other creative industries.
New iPad Pro Ad of Apple Sparks Outrage
According to Variety, Apple's commercial for the new iPad Pro models started an uproar after Apple CEO Tim Cook posted it on X with the caption: "Meet the new iPad Pro: the thinnest product we've ever created, the most advanced display we've ever produced, with the incredible power of the M4 chip. Just imagine all the things it'll be used to create."
A record player, piano, guitar, a vintage TV set, cameras, a typewriter, books, paint cans and tubes, and a clay sculpture are just some of the items seen in the "Crush!" commercial being squished into the new iPad Pro.
The gist is that the iPad Pro can do many things in its ultra-thin shape.
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Apple Apologizes for New iPad Pro Ad
Following the backlash, the tech giant issued an apology on Thursday. In a statement, Tor Myhren, Apple's VP of marketing communications, said the company's goal was to constantly celebrate how iPad users "express themselves and bring their ideas to life through iPad."
"We missed the mark with this video, and we're sorry," he added. Apple had reportedly opted not to air the ad on television.
The commercial has been viewed as a graphic representation of tech's destruction of traditional industries. Actor Hugh Grant, actress and filmmaker Justine Bateman, and writer-director Asif Kapadia are among those who have posted criticism online.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
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