Apple issues apology for destroying musical instruments and literature in controversial iPad Pro advertisement | Science & Technology Update
Apple has issued an apology for its recent iPad Pro advertisement that depicted the destruction of cameras, books, and musical instruments, acknowledging that it “missed the mark.”
The advertisement, shared by Apple‘s CEO Tim Cook, showed creative tools like a record player and a metronome being crushed in an industrial press.
The intention was to showcase the versatility of the thinnest iPad ever made.
However, the advert faced criticism, with actor Hugh Grant describing it as the “destruction of the human experience, courtesy of Silicon Valley.”
In a statement, Apple’s VP of marketing communications Tor Myhren stated: “Creativity is at the core of Apple’s DNA, and it’s crucial for us to design products that empower creatives worldwide.
“Our aim is to always celebrate the various ways users express themselves and bring their ideas to life through iPad. We acknowledge that we missed the mark with this video, and we apologize.”
Songwriter Crispin Hunt criticized the advertisement as “surprisingly tone-deaf” and noted that Apple had previously been a supporter of creativity.
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Adam Singer from AdQuick, an advertising technology company, described it as the “(unintentional) perfect metaphor for today’s creative dark age”.
“Compressing organic instruments, joyful/imperfect machines, tangible art, our entire physical reality into a soulless, postmodern, read-only device controlled by a multi-trillion dollar corporation goes against what you can do with,” he explained on X.
iPad sales dropped by 17% from January to March compared to the same period last year. Currently, iPads account for only 6% of the company’s total sales.
