VIDEO: Apple apologizes for criticized iPad ad | iRADIO

The ad, which shows a hydraulic press crushing a variety of objects such as musical instruments, televisions, books, cameras, paint cans, has sparked backlash on social media.

The video was meant to demonstrate how creativity was squeezed into the latest iPad. However, a number of critics stated that the ad actually depicts how technology kills creativity. Actor Hugh Grant even described it as “destroying human skills”.

In a statement to AdAge magazine, Apple’s vice president of marketing communications, Tor Myhren, said that creativity is in Apple’s DNA, and it’s extremely important for the company to design products that support it.

“Our goal is always to celebrate the myriad ways that users use iPad to express themselves and bring their ideas to life. We missed the mark with this video and we’re sorry,” he added.

The opposite effect of advertising

The ad has over 56 million views on CEO Tim Cook’s X social media account. There are a number of negative reactions under it. One user wrote that the ad effectively convinced him that he needed less technology in his life, while others stated that they hated Apple products or that the ad had the opposite effect on them than the company intended.

Apple has its own marketing team that creates many of the company’s advertisements. He also cooperates with the Media Arts Lab agency on some campaigns. It’s unclear whether the iPad Pro ad was created by Apple or an agency.

Apple on Tuesday introduced a tablet with a new chip designed for artificial intelligence tasks. They are thus trying to catch up with large technological competitors in the race for dominance in emerging technologies.

The new iPad Pro has an improved display and, according to the company, is Apple’s thinnest product to date.

CTK

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