Apple on Thursday apologized for a new iPad Pro commercial that featured several creative objects being destroyed by an industrial shredder, including a piano, a video camera, and a can of paint. advertising age That means “missing the mark.” The ad received intense backlash from people who believed that Apple’s ad contradicted what Steve Jobs and the company as a whole stood for.
“Creativity is in Apple’s DNA, and designing products that empower creators around the world is extremely important to us,” Thor Millen, the company’s vice president of marketing communications, told Ad Age. said in a statement. “Our goal is to always celebrate the myriad ways users can express themselves and bring their ideas to life through iPad. We apologize for missing the point in this video.”
The ad, dubbed “Crush,” racked up millions of views on Apple’s YouTube channel and CEO Tim Cook’s X account. crush According to the company, it will not be broadcast on television and plans for a television broadcast have reportedly been cancelled.
As you can see, Apple literally destroyed the creative objects in their ads and left behind the iPad Pro. The ad immediately evoked a feeling that Big Tech has a monopoly over our analog lives. It was pretty shocking to see that message coming directly from Apple.
Classic Apple commercials, such as the infamous “1984” Super Bowl spot, portrayed the company as a liberator from technology giants like IBM.think different” and encouraged users to be creative. Steve Jobs was ostensibly a champion of design and artists.
The public apology comes as many wonder if Apple is facing a lack of creativity within the company. The Cupertino-based company has struggled to create new products that get people as excited as they once did. The Vision Pro suffered from sluggish sales just a few months after its release, and Apple’s iPhone and iPad divisions similarly struggled in their latest earnings report.
