Apple recently faced a wave of criticism for its latest advertisement for the iPad Pro, prompting an apology from the company. The ad, which was intended to showcase the creative potential of the iPad, instead received backlash for its portrayal of technology.
In the controversial ad, various items traditionally associated with creativity, such as a trumpet, a piano, a camera, paint cans, and a video game console, were shown being crushed by an industrial press. This was set to the tune of “All I Ever Need Is You” by Sonny & Cher.
The message Apple intended to convey was about the versatility of the iPad Pro in creating new things. However, viewers felt that the ad suggested technology might destroy traditional forms of creativity. The negative reaction was widespread across various online platforms, leading Apple to halt its plans to broadcast the ad on television.
Tor Myhren, Apple’s Vice President of Marketing, acknowledged the misstep in a statement released to Ad Age, a publication focusing on the advertising industry. Myhren emphasized that creativity is central to Apple’s ethos, which aims to empower creative people worldwide. He admitted that the ad did not effectively communicate this and confirmed Apple’s decision to pull the advertisement.
Critics compared the ad unfavorably to Apple’s iconic “1984” commercial, directed by Ridley Scott, which depicted Apple as a force against a dystopian, overly mechanized future. This comparison highlighted a perceived contradiction in Apple’s current portrayal of technology.
The decision to stop airing the ad was confirmed after CNBC verified the authenticity of Apple’s statement. Apple itself has not made further comments on the issue.
The feedback from the advertising community and the general public guided this decision, reflecting the company’s sensitivity to its audiences’ perceptions.
Image: DIW-Aigen
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