Apple's new iPad pro ad crushed by critics: Spot backfires | The Tatva

A new advertising campaign for Apple’s latest iPad Pro has failed terribly. The advertisement, which debuted earlier this week, depicts a hydraulic press crushing a range of creative instruments and art supplies, including pianos, cameras, paint, and even retro arcade games. The intended message, highlighting the iPad Pro’s versatility, appears to have been missed on viewers.

Critics blasted the advertisement for being tone-deaf and offensive. Many people were uncomfortable with the concept of artistic expression being squashed by technology. Americus Reed II, a marketing expert at the Wharton School, emphasized the disparity between Apple’s messaging and its implementation. “While I understand the concept they were aiming for,” he stated, “the ad comes across as technology destroying the joy of creativity.”

The advertisement’s premiere corresponds with an increase in public concern about the impact of technology on human lives. The rapid development of artificial intelligence has raised fears about automation displacing jobs and creative efforts. As Reed and others pointed out, witnessing the destruction of beloved creative equipment exacerbates these concerns.

The harsh reception was not limited to marketing professionals. Celebrities joined the chorus of condemnation. Hugh Grant, an actor, reposted Apple CEO Tim Cook’s tweet supporting the ad with the harsh comment, “The destruction of the human experience.” Courtesy of Silicon Valley. Filmmaker Justine Bateman agreed, posting on social media that the commercial “crushes the arts.”

Experts noted a stark contrast between this ad and Apple’s past marketing strategies, which often emphasized positive and uplifting themes. Vann Graves, executive director of Virginia Commonwealth University’s Brandcenter, observed, “Apple seems to have become what it once aimed to oppose.” He contrasted the new ad with Apple’s iconic 1984 Macintosh computer commercial, which celebrated individual creativity and thinking outside the box. Graves added, “This iPad ad suggests the opposite – that creativity is best served by cramming everything into one device used by everyone.”

Apple responded to the public outcry with an apology issued on Thursday. “Creativity is at the core of who we are at Apple,” Tor Myhren, the company’s vice president of marketing communications, told Ad Age. “We design products to empower creative minds around the world. Our goal is to always showcase the many ways users can express themselves through iPad. We missed the mark with this video, and we sincerely apologize.”

The controversial ad comes on the heels of Apple unveiling its newest iPad Pro and iPad Air models. These new devices boast enhanced features, including a slimmer design for the Pro, a powerful M4 processor, increased storage options, and brighter displays with dual OLED panels. The launch aims to revive iPad sales, which have taken a significant hit in recent quarters. After revolutionizing the tablet market with its 2010 debut, the iPad has seen its contribution to Apple’s overall success dwindle. Currently, iPads account for only 6% of the company’s revenue.