Apple Issues Apology for Controversial iPad Pro Advert
Tech giant Apple has issued an apology for its recent iPad Pro advertisement, which received backlash for its depiction of the destruction of various objects like cameras, books, and musical instruments. The ad, shared online by Apple CEO Tim Cook, was intended to showcase the versatility of the thinnest iPad ever made.
However, the ad sparked criticism from actor Hugh Grant, who called it a portrayal of “the destruction of the human experience”. In a statement, Apple’s vice president of marketing communications Tor Myhren acknowledged the controversy and expressed regret, saying, “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.”
The ad also received negative feedback from songwriter Crispin Hunt, who deemed it “surprisingly tone-deaf” and criticized Apple for previously enabling and championing creativity. Adam Singer, from advertising technology company AdQuick, also shared his thoughts, labeling the ad as a “perfect metaphor for today’s creative dark age”. He went on to say that it depicts the compression of organic instruments and tangible art into a soulless, postmodern device controlled by a multi-trillion dollar corporation.
The controversy comes amidst a sharp drop in iPad sales, which fell 17% for January to March compared to the same period last year. iPads currently only account for 6% of Apple’s overall sales. This downturn in sales may have influenced the nature of the ad, as the company seeks to boost demand for the iPad Pro.
Apple has yet to release a follow-up statement addressing the ad and its impact on sales. However, the company remains committed to empowering users to express themselves through their products.
