Apple Apologizes for Insensitive iPad Pro Ad: Celebrating Creativity or Destroying Human Experience?
Apple recently released a new iPad Pro ad that was met with criticism from internet users. The ad showcased various symbols of human creativity, such as musical instruments, paint cans, an 80s arcade video game, and a bust of a human head being crushed by a giant hydraulic press. Despite Apple CEO Tim Cook describing the new iPad Pro as thin and powerful, the ad received widespread criticism online for the negative symbolism.
Apple’s vice president of marketing communication, Tor Myhren, issued an apology for the ad, stating that creativity is a vital part of Apple’s DNA and they aim to design products that empower creatives worldwide. Apple acknowledged that they missed the mark with this video and expressed regret.
The ad received criticism from many online users who felt it portrayed technology as destroying human creativity and art. Critics expressed concern that it implied the replacement of human creative work by technology, especially as fears about AI taking over jobs grow. Actor Hugh Grant went on social media to comment about the ad symbolizing “the destruction of the human experience.”
In response to the backlash, Apple has decided not to air this ad on TV. Although the ad remains on Cook’s X account, this response from Apple shows their commitment to celebrating creativity through their products. They have taken steps to ensure that their future ads are more mindful of their messaging and its impact on people’s emotions and perceptions.
