Apple has now issued a public apology for its supposedly offensive iPad Pro ad that aired the day of its new tablet announcement.
The ad showed a bunch of musical instruments, toys and more, getting crushed, only to result in the thinnest Apple product ever, the new M4 iPad Pro.
The video was shared on Tim Cook’s account on X and also on YouTube. Immediate reaction was swift as many creative types slammed the ad for being tone deaf for destroying instruments and other art supplies.
Apple told Ad Age in an exclusive statement, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” said Tor Myhren, VP of marketing communications.
“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry,” he added.
Apple has now also cancelled plans to air the ad on TV. In other news? Steve Jobs is rolling in his grave, right about now at all these snowflakes.
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He could have just said they were computer generated instruments instead of real physical objects, then no one would be the wiser.
No one? Wanna bet!?
Love the unnecessary political commentary on every “news” story these days.
I thought the entire thing was AI generated!
I thought so as well. The issue though is when a tweet from one or more influential celebrities changes the perspective of many. Their complaint is about AI taking over creativity, however, the iPad was always about enabling creativity within creative individuals, all in a light and compact package. Nothing to do with AI, the commercial wasn’t even highlighting AI, it was primarily highlighting how thin it was.
Regardless, if I was Tim Cook, my concern would really about Apple’s previously untouchable reputation. As the article says, creatives loved Apple products. Now, they’re turning against it for no particular reason.
“Steve Jobs is rolling in his grave, right about now at all these snowflakes.” …. you dont put a coma after grave, just doesnt make sense grammatically. also, this has nothing to do with being a “snowflake”. no one was asking apple to apologize here, just pointing the fact its a very poor taste ad and tone deaf. destroying perfectly good objects needlessly for the sake of a stupid ad that ironically tries to celebrate creativity.
I do think that there’s a lot of folks that have became “professional offendees” 🤣
However, for this one, Apple – which makes so much noise about resources and environment – really missed the beat. They deserve to be called out. And yes, in today’s day and age a computer simulation would have been absolutely perfect for the message they try to send.
Also also….you can spec up an iPad Pro to over 4000$…..put me out of my misery. Must be all those instruments they have to pay for.
their whole shtick about the environment is a joke lol, no matter how many execs they stick up on rooftops.
but if you scroll through IG, there are lots of videos of hydraulic press machines crushing a number of products. There are lots of videos because people love them. Personally, I thought that video was very creative and it illustrated exactly how Apple wants people to perceive the iPad – everything a creative could want, all in the thinnest package ever. Where AI comes into it, i have no idea.
Surely with all their budget, couldve found a number ways of to better demonstrate their point. Also, people love a bunch of dumb stuff on insta, don’t mean it’s appropriate.
And they love TikTok so much they’re ok with all of the issues the app has.
Still trying to understand how this ad was inappropriate though? I produce music myself using Apple products and all I know is that I don’t know how to play a physical instrument but I know what sounds good. Apple products enable me to become an artist in a way that I wouldn’t otherwise have been without the technology. That is what the ad portrays, with the end product after being crushed showing how thin it is. Should I be offended?
How would you have better demonstrated the two points shown in the ad – (1) all tools for creativity packaged into one product; and (2) the thinnest form factor yet.
but if you think about critically, there are lot of people who support Trump and don’t mind the misinformation and disinformation on social media as long as it’s entertaining.
Man, Donald Trump is the best. A bit sad that not everyone sees that.
In your other comment here you’re complaining about “wokemind virus”. Are you just trolling around both sides?
Man, Donald Trump is the best. A bit sad that not everyone sees that.
In your other comment here you’re complaining about “wokemind virus”. Are you just trolling around both sides?
Only thing I find offensive, is that you can’t install MacOS on the new iPad Pro.
It’s interesting. I’m some ways, more interesting than the announcement of the iPads itself.
I read bunch of articles on other tech sites ( of course, the most intellectually deficient of them being yours) and comment sections and what I personally noticed when it comes to how people react is that it doesn’t align with political views as you suggested – both leftists and the right are defending the stupid commercial. The latter think that “the world is too sensitive” and others say something like “aren’t there more serious issues going on in the world right now?!” (The more serious issues are supposedly climate change and loss of access to abortion facilities; but I digress). So where is the line between one group and the other actually lies?
I think it comes down to creativity and/or appreciation for art. I’m an artist and I draw comics. I know what it’s like to create something out of nothing – it’s an unusual feeling, where you take a series of tools and bring about a new work of art into existence. It’s not stress-free and requires tremendous effort. In some way you pour a part of yourself into what you’re creating. So if two people out of this comments were to write a short story with the same plot, it still would be very different because of our different life experiences, personal choices and maybe even different values.
That said, I don’t play piano. But I love classical music a lot. Maybe that alone is enough to sway someone’s opinion.
And then I think of iPhoneInCanada folks… What was created by you? A copy pasted website like thousands others and a bunch of short tech articles – with only exception that they’re being Canada-specific. Yeah, it’s valuable, but not in artistic way. Of course you see the ad different. Being right-leaning (something I refused to admit but from this article it’s obvious) you went to “everyone offended is a snowflake” just like every other non-creative individual in your political group who shared his opinion on the internet.
The problem with the ad is the disrespectful attitude toward its own customer base. I see it in so many areas of Apple – they didn’t just lose their identity, in many ways they became the opposite of what they once claimed to be. It’s like “whatever, they will buy anyway”. Well, I’m glad that people caught up on this with this ad. Apologizing was the right move. Doesn’t fix a myriad of issues when it comes to company’s relations with its customers but at least it’s a move in a right direction. First for a long while.
Time for a Snickers bar?
Why? Can’t read more than three paragraphs without a high sugar intake?
Why? Can’t read more than three paragraphs without a high sugar intake?
Blocked by the snowflake ❄️ 🤣
I look at it another way. I think Apple was being honest for once in this commercial. It’s all the other ones that it should apologize for lol.
I’m genuinely curious as to how the ad is seen as disrespectful to you, an artist. As well as how this ad shows that they’re becoming the opposite of what they once claimed to be. I’m not trying to prove you wrong, I’m just trying to understand because I currently don’t.
And, if you’re interested in hearing my perspective… Apple is a tech company first and foremost. It has, nor will it ever, be in their best interests to encourage you to pick up a physical paintbrush or to go play on a physical piano. However, they have, and always will, encourage you to be the best artist that you can be…using their tools. That’s why I’m just wondering what’s changed here? Is Apple now saying something else that I’m not aware of?
Apple marketing is smiling because look at all the attention they are getting. The ad was genius.
Just like this site and especially the comments section. The more interactivity (good or bad is irrelevant) the more traffic the site gets.
That’s probably why they added the sentence about “snowflakes” in the end.
Imagine the writer of this article taking a final look before publishing: “Hm… I don’t think that’s gonna get enough views… Oh, wait, I know what’s to do” XD
Oh yeah, the attention of being publicly scolded by high-profile celebrities and creative people who drove sales of the previous iPad models.
Man, you’re just a genius of marketing! Such a brilliant analysis. You should be on Bloomberg.
Oh yeah, the attention of being publicly scolded by high-profile celebrities and creative people who drove sales of the previous iPad models.
Man, you’re just a genius of marketing! Such a brilliant analysis. You should be on Bloomberg.
How ironic. It’s the “others side” which accuses Apple missionaries and those who suffer from the wokemind virus as snowflakes. Projecting much?!