Apple apologizes for 'crushed' iPad Pro ad after widespread online blowback
S E E D E D C O N T E N T
Apple is apologizing for its advertisement promoting its latest iPad Pro after widespread blowback online.
In a statement obtained by advertising industry publication Ad Age, Tor Myhren, Apple's vice president of marketing, said the ad's message failed to connect.
"Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world," Myhren said. "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."
Apple did not respond to a request for comment. CNBC confirmed the statement's authenticity. Apple won't run the ad on TV, according to Ad Age.
The ad, released Tuesday, features an industrial press crushing mostly analog modes of expression like a trumpet, piano, a camera, cans of paint, and an upright video game console while Sonny & Cher's "All I Ever Need Is You" plays in the background.
The ad was posted on X by Apple CEO Tim Cook with a caption that read in part; "Just imagine all the things it'll be used to create."
Online criticism of the ad was nearly universal, with many observers pointing out that while it may have intended to portray the manifold capabilities of the product, it seemed to signify technology as a force for destroying human agency in creative endeavors.
One creative director compared the ad unfavorably to another infamous Apple ad: The one first advertised for the original Macintosh computer. Directed by Ridley Scott, the spot, called "1984," depicted Apple as saving the world from a mechanized, dystopian nightmare.
"Apple's new iPad spot is essentially them turning into the thing they said they were out to destroy in the 1984 ad," Christopher Slevin, creative director for marketing agency Inkling Culture, wrote on LinkedIn.
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The endless list of things that will "offend" people seems to have no end.
all while banging porn stars that look like your daughter is now accepted by many...but i'm off subject i guess, cause who'd of thought .
I haven't seen the ad but can see by its description how it could cause some to possibly see what computers/social media, video games, etc. is doing to humans, and it is not good. Go tear down a hill on your bike, jump off cliffs, have bb gun wars in the woods, blow up stuff with M-80s in the woods, jam out on drums and guitars, and give the damn magical thinking boxes a BREAK
While that is gross, it is better than banging your actual daughter which is what democrats are accepting.
So you seem to be saying that people are offended and blame "the IPad" for the shortcomings of society - rather than having people own their choices.
Technology does not make our society "less than" the people of our society make it "less than" with their actions
This right here, Technology makes our live easier, the problem with technology is we abuse it, like drugs or alcohol.
Technology makes our live easier, the problem with technology is we abuse it, like drugs or alcohol.
There is nothing wrong with the technology or its capability, the problem lies with what "people" decide to do with the technology
By George, we actually agree on sometho=ing, amazing.
Well yes, and no.
People need to take responsibility for their own actions, and some of these actions are harming our society gradually, but the end results are looking drastic. Igknorantzrulz was my first reaction when i stumbled across Newsvine years back, so i went with it as a JOKE. It turned out to be NO Joke. A sad reflection of a duped society. A lazy non caring attitude with younger generations thinking that the world owed them something. Well, it vfckn doesn't and they piss me Offten !
Then I look at the "adults" in the room, and see many an A Dolt without a clue as to reality due to getting information from the information super misa disa formation highway to hell for our cult captivated reality evaporated that done left US saturated with an absence of morals and ethics, a great countries death mix, cause the "shortcomings" of our sew what society have reaped US A big ole MESS, and if i had to guess, i'd say it began with the dumbing down of our electorate via a failing education system and a fragmented family structure. These failures allowed for social media driven conspiracies that allowed for porn star banging pussy ghrabbing sexual assault /rapers to be accepted as POTUS material, WTF happened to role models and the GOP which used to be the keepers of higher morals and ethics, while being gay and banging pornstars on the low down, not braggin bout pussy grabbin all around town.
I do blame people for failing to learn and properly teach, but also blaming these guilty feats ain\t got no algorithm's that they can't sell to the highest bitter, cause the sheep are ewe and i-phony if you believe it to be baloney, that these massive corporations data mines aren't swaying and paying attention on how to guide the flockers right into their own little designed immorality reality, where accepted, is what used to never be, by a ewe, or buy a me, and not specifically stating you are a sheeple, but watch too many, whether it by the steeple or some other cult, the chore is being accomplished, and it is a sad state of affairs, if for one's country, one does care.
You used a lot of words to say very little.
The device, the internet, the digital world is not the problem with society.
Poor parenting, poor choices and poor minded people misusing those things and others wise screwing up their lives is the problem and it is each individual's fault.
The fact that we are making music, movies and providing access to literature via digital access is a great thing that should be celebrated not demonized.
It show objects being crushed to become paper thin, The idea was to give people an idea of how thin they made their newest laptop.
But I saw it and immediately though t was stupid-- just yucky.
Exactly.
Inventions can help change the world. Whether its in a good way or bad way depends on human beings-- and how we choose to use them!
As you seem to agree with 50% of it, you also disagree with half of it, but, what about those guilty feets, that got those algorythens in motion as custom tailored, biased with direction to avoid another dire election pol vaulting into heights under ground where ridden on rails are rodents rallying round bigger rodents who've undertaken a step to strap streptoe towcoctus death roe domino, sweet like Sugar pops Bodine,sweet, rather BE MEAN than being mesanSING AROIND IN CIRC;F
‘Affluence’ is the word. The softies believe they are owed it all, right now.
Another flurry of words that mean nothing
thanx, thats what i'm here for
I totally agree. I even coined a term for them-- the PO's!
(It stands for "Perpetually Offended"). People who are always offended about something.
BTW I saw the ad. I wasn't offended in the least.
But my first thought was: Apple's ad agency really fucked up. Its a terrible ad!
How could they be so stupid to let it air?
Don't the people over at Apple look at the ads their advertising agency sends over-- before they approve of them (to be shown?)