Apple issued an apology for a recent iPad ad that received criticism for seemingly destroying traditional artistic tools. The ad was intended to showcase the creative possibilities of the newest and most expensive iPad model. However, many people took issue with the portrayal of a hydraulic press obliterating various tools used by artists to create music, paintings, sculptures, clothing, and writing.
The ad, which was released alongside the announcement of the new iPad lineup, featured the destruction of items such as a record player, piano, buckets of paint, journals, camera, and drawing board. After the destruction, the hydraulic press revealed a small iPad as the final product. The ad received backlash for appearing to devalue the importance of physical tools in the creative process.
Apple expressed regret for the negative reaction to the ad and acknowledged the importance of traditional artistic tools in the creative process. The company stated that the ad was meant to highlight the powerful capabilities of the new iPad, but they understand how it may have been interpreted differently than intended.
Moving forward, Apple plans to create content that better reflects the value of both modern technology and traditional artistic tools in the creative process. They are committed to continuing to support and empower artists and creators in all forms.