In a surprising turn of events, Apple has issued an apology following a wave of criticism over its latest iPad Pro advertisement.
The commercial, which was introduced by CEO Tim Cook, depicted an industrial-sized hydraulic press crushing a variety of creative tools and objects, including a piano, a metronome, tins of paint, and an arcade game.
The climax of the ad presented the new iPad Pro, accompanied by a voiceover proclaiming, “The most powerful iPad ever is also the thinnest.”
The commercial aimed to highlight the technological prowess and slim design of the iPad Pro but instead sparked a backlash from the public and industry professionals.
Critics argued that the advertisement suggested that the iPad could replace diverse forms of human creativity, compressing them into a mere 5mm device.
This interpretation led to significant discomfort among viewers, prompting reactions from notable figures such as actor Hugh Grant and filmmaker Justine Bateman.
Grant expressed his dismay on social media, stating that the ad symbolized “the destruction of the human experience, courtesy of Silicon Valley.”
Bateman echoed these sentiments, questioning the intention behind portraying technology as a force that could potentially “destroy the arts and society in general.”
Responding to the uproar, Apple’s Vice-President of Marketing Communications, Tor Myhren, released a statement acknowledging the misstep. “Creativity is in our DNA at Apple, and itโs incredibly important to us to design products that empower creatives all over the world,” Myhren explained.
He admitted that the commercial failed to convey Apple’s intended message and apologized for the oversight, asserting, “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 weโre sorry.”
Despite the apology, the advertisement remains accessible on Tim Cook’s social media account and YouTube, though plans to broadcast it on television have been scrapped.
The controversy has also drawn comparisons to Apple’s iconic 1984 Macintosh advertisement, directed by Ridley Scott, which depicted a dystopian future disrupted by Apple’s innovation.
This comparison has not been favorable; some commentators, like Christopher Slevin, Creative Director at UK marketing agency Inkling Culture, suggested that Apple might be assuming a “Big Brother” role, subtly influencing our digital lives more than we realize.
The backlash has reached influential tech figures as well. Silicon Valley investor Paul Graham reflected on Apple’s history, suggesting that co-founder Steve Jobs would have disapproved of the advertisement, stating, “It would have pained him too much to watch.”
This incident highlights the fine line companies must walk in their marketing strategies.
While aiming to showcase innovation and superior technology, there remains a crucial need to respect and acknowledge the human elements of creativity and expression that technology seeks to enhance, not replace.
As Apple moves forward, the tech giant will likely recalibrate its advertising approach to better align with its core values and the sensibilities of its audience, ensuring that its message of empowerment and creativity is clear and well-received.
