Apple issued an apology for its contentious iPad Pro advertisement

Apple recently released a new iPad Pro ad in which the iPad is revealed after a hydraulic press opens. However, the ad was met with criticism from internet users who felt that it portrayed technology as destroying human creativity and art. Apple’s vice president of marketing communication, Tor Myhren, issued an apology, stating that creativity is a vital part of Apple’s DNA and they aim to design products that empower creatives worldwide. Apple acknowledged that they missed the mark with this video and expressed regret.

The ad showcased various symbols of human creativity, such as musical instruments, paint cans, an ’80s arcade video game, and a bust of a human head being crushed by a giant hydraulic press. As the metal slabs of the press lifted, Apple’s new iPad Pro was revealed. Despite Apple CEO Tim Cook describing the new iPad Pro as thin and powerful, the ad received widespread criticism online for the negative symbolism.

Critics of the ad expressed concern that it implied the replacement of human creative work by technology, especially as fears about AI taking over jobs grow. Actor Hugh Grant went on social media to comment about the ad symbolizing “the destruction of the human experience.” Apple has decided not to air this ad on TV and issued a rare apology for missing the mark. Although the ad remains on Cook’s X account, this response from Apple shows their commitment to celebrating creativity through their products.