Apple apologizes for advertising the iPad: “Missed the target” | Life & Knowledge
Apple probably imagined it differently.
With the advertising clip for his new iPad model, which was only presented on Tuesday at the Apple event, The company wanted to hit a nerve. Those who saw the clip were rather annoyed. The video was intended to highlight the diverse capabilities of the more powerful Pro model in a sensational way.
For this purpose, musical instruments such as a trumpet and a piano as well as paint pots, cameras, a sculpture and a video game machine are crushed in a gigantic press. Then the press opens again – and inside lies a iPads.
Apple CEO Tim Cook published the video on Tuesday to present the new iPad models on X (formerly Twitter) and wrote, among other things: “Meet the new iPad Pro: the thinnest product we've ever designed… Imagine all the things you can do with it.”
What he probably didn't expect was that the reaction was immediately met with criticism. X users were particularly outraged by the destruction, even though it appeared to be computer generated. “The symbolism of the indiscriminate destruction of beautiful creative tools is an interesting choice,” commented one X user ironically.
“This ad has actually convinced me that I need less technology in my life,” wrote another. Actor Hugh Grant lamented Silicon Valley's “destruction of the human experience.”
What followed was an apology from Apple. In a statement to the advertising magazine “AdAge” Tor Myhren, Apple's vice president of marketing communications, apologized: “Creativity is in our DNA at Apple, and it is incredibly important to us to develop products that support creatives around the world.”
The goal is to celebrate the countless ways in which users can express themselves and bring their ideas to life with the iPad. “But Apple missed the mark with this video. And we're sorry about that,” Myhren says.
According to Ad Age, Apple no longer plans to show the ad on television. But it has not yet been deleted from Tim Cook's X-account.