Apple has issued an apology for a controversial advertisement for the new iPad that sparked online backlash. The ad featured a hydraulic press crushing various creative objects, like musical instruments and books, before revealing the iPad with the message “The most powerful iPad ever is also the thinnest.” Many people took issue with the implication that Apple was suggesting their product could replace traditional forms of human expression.
Celebrities like British actor Hugh Grant and American director Justine Bateman criticized the ad on social media, with Grant calling out Silicon Valley for the perceived destruction of human culture. Apple responded to the criticism by acknowledging that they missed the mark with the commercial, emphasizing their commitment to supporting creative individuals worldwide.
While the ad will still be available online on platforms like Twitter and YouTube, Apple has decided not to air it on television. The company’s apology reflects their understanding of the importance of creativity and the role technology plays in shaping artistic expression. Moving forward, they aim to be more mindful of the messaging in their advertising to better align with their values.