We overdid this ad, Apple apologizes and pulls it down

At the same time, the advertisement was quite apt. Through it, Apple tried to show how versatile the iPad Pro is for creatives. So the company had game pieces, musical instruments, books, and a lot of other gear crushed through a giant hydraulic press, eventually creating the iPad Pro.

Apple thus clearly showed the versatility of the new device and pointed out in a funny way the thickness of only 5.1 millimeters. It is precisely the thin waist in connection with top performance that is supposed to be one of the main advantages of the new iPad Pro.

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However, many viewers interpreted the method in their own way – people mostly agreed that technology de facto destroys creativity. “Destruction of human skills. Courtesy of Silicon Valley,” said British actor Hugh Grant.

“It’s a heartbreaking, uncomfortable and egotistical ad. Seeing this result makes me ashamed to buy Apple products,” said Hiroki Akiyama, CEO of Helpfeel.

However, it is possible to find far more negative feedback on the X social network. It is possible to find thousands of reactions of dissatisfied users on the profile of Apple boss Tim Cook alone. Cook published the ad on his profile right after the premiere of the iPad Pro, and it was seen by over 56 million people.

In response to a wave of criticism, Tor Myhren, Apple’s vice president of marketing communications, apologized for the ad and told AdAge magazine that the US company would pull it and not air it on TV or through any other advertising channels.

“At Apple, creativity is in our DNA. It’s incredibly important to us to design products that empower the creativity of users around the world,” Myhren said. “Our goal is always to celebrate the myriad ways users express themselves and bring their ideas to life through iPad. But we missed the mark with this video, and we’re sorry,” added the vice president.

Apple is known for its innovative approach and marketing strategies, but this incident shows that even well-established brands can sometimes encounter sensitive reactions from their customers. Apparently no one expected such an impact of the advertising campaign.

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Apple regularly shoots its commercials in the Czech Republic as well. For example, last year Prague and Kamenický Šenov became the backdrops for the presentation of the latest iPhones 15 and 15 Plus. The very beginning of the video is filmed in Slezská Street in Prague’s Vinohrady, where, by the way, the editorial office of the Novinky.cz server is also located.

The central character of the video evidently lives in close proximity to the municipal court in Prague 2. That is the dark building on the left with a distinctive gray railing.

Apple then shows the advantages of the camera on what is probably the most photographed building in Strahov, Prague. We are talking about the futuristic-looking building of the TSK Tunnel Administration, which is basically the control room of the Strahov Tunnel.

Nature lovers will certainly appreciate a trip to Panská ská in Kamenické Šenov. It appears on the phone screen as a snapshot.

Immediately, a notification on Dynamic Island (an interactive environment for all notifications, activities and alerts) will pop up on the phone informing about the upcoming departure from Prague Václav Havel Airport (PRG) to Amsterdam. We can only speculate about whether the subsequent check-in actually takes place at the Prague airport…

What is certain, however, is that Apple made a nice trip to the Czech Republic with the new iPhone 15 even before its official premiere. And it certainly wasn’t the first time. For example, a trailer for the Apple Watch Series 5 smart watch was filmed in the Czech Republic in 2019.

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