Ad Age magazine reported that Apple apologized on Thursday after an ad for its latest iPad Pro model sparked criticism by showing animations of musical instruments and other creative icons being crushed. .
“Our goal has always been to celebrate the countless ways users express themselves and bring their ideas to life through iPad,” Ad Age quoted the iPhone maker as saying. We missed the mark with this video and we regret it.”
An Apple spokesperson declined to comment but referred questions to the Advertising Age report.
The ad titled “Crush” has more than one million views on Apple’s YouTube channel and was shared by CEO Tim Cook on social media platform X. It shows many creative tools and objects such as cameras , guitars, pianos and paint destroyed by an industrial crusher.
The crusher will then reveal the newly launched iPad, symbolizing how inclusive the new slimmer model is.
Online commenters criticized the ad as insensitive and an unwanted departure from the company’s historical positioning of its brand as non-conformist, people-friendly and adventurous. the antidote to a dark, colorless world.
In a post on X, actor Hugh Grant said the ad shows “the destruction of the human experience by Silicon Valley.”
The Cupertino-California-based tech giant unveiled the tablet on Tuesday with a new chip for artificial intelligence computing as it rushes to catch up with Big Tech rivals in The race to dominate emerging technology.
Apple said the iPad Pro, available to order on Thursday, has an upgraded display and is “Apple’s thinnest product ever.”
(Reporting by Rishabh Jaiswal in Bengaluru; Editing by Cynthia Osterman)
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