In a recent post on social media, Apple CEO Tim Cook apologized for the company’s latest iPad Pro advertisement, acknowledging that they “missed the mark.” The ad faced criticism from internet users who believed it celebrated technology’s ability to harm human creativity and art.
Apple’s vice president of marketing communications, Tor Myhren, issued a statement to AdAge expressing regret for the ad’s content. Myhren emphasized that creativity is a fundamental part of Apple’s DNA, and the company aims to design products that empower creatives around the world. He reiterated that Apple’s goal is to celebrate the diverse ways users express themselves through their products.
The controversial ad featured symbols of human creativity being destroyed by a giant hydraulic press, before revealing the new iPad Pro. Despite an initial positive message from Cook about the product’s features, internet backlash was immediate. Many users criticized the ad for its unsettling imagery and implications about technology’s impact on creativity and human experience.
Due to the negative response, Apple has decided not to air the ad on TV. This move is a departure from the tech giant’s usual marketing strategy, which typically avoids making public apologies. Despite this decision, the ad remains posted on Cook’s social media account, stirring continued discussion among users about the intersection of technology and creativity.