Apple has issued an apology and pulled a recent iPad Pro commercial following a wave of criticism from artists and creatives online. The ad, titled “Crush!”, sparked outrage for its portrayal of creative tools being destroyed by a machine.
What Happened?
Earlier this week, Apple unveiled its new iPad Pro (2024) with a promotional video highlighting its sleek design and powerful M4 chip. The ad, which appeared on YouTube and CEO Tim Cook’s social media channels, depicted a hydraulic press crushing various creative instruments like a piano and a camera. According to AdAge, Apple has scrapped plans to air the commercial on television after the negative response.
Reaction: Crushing Creativity?
Viewers interpreted the ad far differently than Apple intended. Many saw it as a symbolic representation of technology overpowering and even destroying human creativity. With ongoing concerns about AI replacing human workers, the ad struck a nerve.
Social media erupted in criticism, with some users pointing out the irony. They contrasted the ad’s message with Apple’s past iconic commercials, like the groundbreaking 1984 ad, which now appeared strangely prescient of a dystopian future.
Others expressed specific anxieties about the impact of AI on creative fields. Actor Hugh Grant even took to social media to call the ad “the destruction of the human experience.”
Apple’s Apology
Apple acknowledged the misstep. Tor Myhren, the company’s VP of marketing communications, issued an apology emphasizing Apple’s commitment to empowering creative professionals. He admitted that the video “missed the mark” in conveying their message.
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. We missed the mark with this video, and we’re sorry.
This public apology marks a rare misstep for Apple, known for its highly regarded advertising campaigns. Their previous works, like the “1984” Super Bowl ad and the “Think Different” campaign, are still celebrated for their innovative storytelling and focus on human potential.
(Via)
