Apple has issued an apology for a recent iPad Pro advertisement that was deemed insensitive by viewers. The advertisement featured symbols of human creativity being destroyed by a giant hydraulic press, ultimately revealing the new iPad Pro. Many internet users criticized the ad, expressing their concerns that it glorified the destruction of art and creativity by technology.
In response to the backlash, Tor Myhren, Apple’s vice president of marketing communications, issued an apology to AdAge. He emphasized that creativity is fundamental to Apple’s DNA and that their products are designed to empower creatives worldwide. Myhren stated that the company missed the mark with the video and expressed regret for any offense caused.
Despite confirming the apology statement, Apple declined to provide further comment on the matter. The ad will no longer be aired on television, as reported by AdAge. The swift backlash highlighted concerns about the impact of technology on creativity and the looming threat of artificial intelligence replacing human workers, even in creative fields.
The incident was unusual for Apple, known for its carefully curated public image. While the ad remains on Apple CEO Tim Cook’s social media account, the company has taken steps to address the controversy and show a willingness to listen to feedback. The apology reflects Apple’s commitment to respecting the creative process and fostering innovation among its users.