Apple Issues An Apology for Contentious iPad Pro Ad

Apple has issued an apology, acknowledging that its most recent iPad Pro commercial “missed the target.”

Internet users reacted negatively to the advertisement, which Apple CEO Tim Cook shared on social media on Tuesday, claiming that it praised the devastation of human creativity and the arts by technology.

Tor Myhren, Apple’s vice president of marketing communications, expressed regret in a statement to AdAge.

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“At Apple, creativity is in our DNA, and we place a great deal of importance on designing products that enable creatives everywhere.” Our intention is always to highlight the various ways that iPad users express themselves and realize their ideas, according to Myhren. “We apologize; we feel that this video fell short.”

Apple declined to comment more, but it did validate the statement it gave to AdAge.

An arcade video game from the 1980s, paint cans, musical instruments, and a bust of a skull crushed by a massive hydraulic press are among the creative symbols depicted in the advertisement. Apple’s new iPad Pro is unveiled as the hydraulic press’s metal slabs rise.

“Introducing the new iPad Pro—the tiniest product we’ve ever made, the most sophisticated display we’ve ever made, and the M4 chip’s amazing power. In a post on X that went along with the video, Cook said, “Just picture all the things it’ll be utilized to make.”

The advertisement immediately drew criticism from the internet. One person said, “The symbolism of indiscriminately destroying exquisite creative instruments is an unusual choice.” Another person said, “This commercial effectively convinced me I need less technology in my life.”

Amidst rising concerns that AI might replace labor, even those in creative areas, several users deemed the advertisement to be in terrible taste. On social media, actor Hugh Grant claimed that Apple’s advertisement exemplified “the erosion of the human experience.”

AdAge reports that Apple no longer intends to air the commercial on TV.

Although Cook’s X account still contains the advertisement, Apple made a rare mea culpa.

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