Apple has apologized and admitted it “missed the mark” with its recent iPad Pro announcement.
The ad has been published On social media On Tuesday, Apple CEO Tim Cook was met with backlash from Internet users who felt the ad celebrated technology’s destruction of human creativity and art.
In a statement to AdAgeTor Mehrin, Apple’s vice president of marketing communications, apologized.
“Creativity is part of our DNA at Apple, and it’s incredibly important to us that we build products that empower creators around the world. Our goal is to always celebrate the countless ways users express themselves and bring their ideas to life through iPad. “We missed the mark with this video, and we’re sorry.”
Apple confirmed the statement it provided to AdAge but declined to provide further comment.
The ad shows symbols of human creativity, such as musical instruments, cans of paint, a video game from the 1980s, and a bust of a human head crushed by a giant hydraulic press. With the advent of hydraulic pressure metal panels, Apple’s new iPad Pro has been unveiled.
“Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever created, with the incredible power of the M4 chip. Just imagine all the things that will go into creating it,” Cook wrote in a post on X accompanying the video.
Online backlash to the ad was immediate: “The symbolism of the random crushing of beautiful creative tools is an interesting choice,” one social media user wrote. “This ad has convinced me that I need less technology in my life,” another wrote.
Other users said the ad was in poor taste amid growing concerns that artificial intelligence could replace workers – Even those who work in creative fields. Actor Hugh Grant books On social media, Apple’s announcement represented the “destruction of the human experience.”
Apple no longer plans to run the ad on TV, according to AdAge.
This error was rare for Apple, though, as the ad was not removed from Cook’s X account.
For more CNN news and newsletters, create an account at CNN.com
“Writer. Friendly troublemaker. Lifelong food junkie. Professional beer evangelist.”