Apple Issues Apology: iPad Pro Ad will not Air on TV After Social Media Outrage

Apple recently released two new iPad models at its 'Let Loose' event in the form of the iPad Air M2 and iPad Pro OLED. To promote the launch, Apple released a new ad for the new iPad Pro 2024.

However, much to Apple's dismay, the ad received huge backlash from social media that prompted Apple to respond. In an official statement Apple admitted having "missed the mark" on the ad.

Apple's Response

Tor Myhren, Apple VP of Marketing Communications said, "Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad."

What Prompted the Backlash?

The ad shows a plethora of creative tools including musical instruments, books, paint, etc. being crushed by a hydraulic press. Following which the new iPad Pro OLED emerges at the end, implying that the new iPad Pro was the only creative tool you'd need. Here's the official ad titled "Crush!" for your reference.

Perhaps the reason for the backlash from social media is the ad's portrayal of the iPad Pro as the 'be all and end all' of creative expression. Apple CEO Tim Cook also echoed these sentiments in a post on X.

Cook posted the ad highlighting some of the features of the new iPad Pro M4 and concluding, "Just imagine all the things it'll be used to create." However, to many on social media the ad has come across as stifling creativity.

Artists React!

Apart from the community, famous actors have also taken jibes at Apple. In response to the ad, actor Hugh Grant commented on X, "The destruction of the human experience. Courtesy of Silicon Valley." Filmmaker and actor Justine Bateman reacted to Cook's post saying, "Truly, what is wrong with you?"

Dan Milmo, Global Technology Editor at The Guardian noted, "Destruction of the human experience". The advertisement titled "Crush!" is still available on YouTube, although Apple has confirmed that the ad will not air on TV.