Apple issues apology for controversial iPad Pro ad

Apple has issued an apology for its latest iPad Pro commercial, acknowledging that it did not achieve its intended message. The advertisement, which was unveiled on social media by Apple CEO Tim Cook, received considerable criticism from viewers who interpreted it as a celebration of technology’s detrimental impact on human creativity and artistry.

In response to the negative feedback, Apple’s vice president of marketing communications, Tor Myhren, expressed regret in a statement to AdAge. “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,” Myhren explained. “We missed the mark with this video, and we’re sorry.”

The controversial ad depicted various artistic and creative tools, 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. After the press lifts, the new iPad Pro is revealed underneath.

Tim Cook’s accompanying post on X described the new iPad Pro as “the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create.”

However, the ad’s imagery sparked immediate backlash online. One user commented on the irony of destroying symbols of creativity, while another said the ad persuaded them to reduce their technology usage. Amidst growing concerns that AI might replace human jobs, even in creative sectors, actor Hugh Grant criticized the ad for depicting “the destruction of the human experience.”

Following the outcry, Apple decided not to broadcast the ad on television, as reported by AdAge. While this apology from Apple is unusual, the ad has not been removed from Cook’s X account.