Apple's Controversial iPad Pro Ad Ends with “Apology”

Apple took an unusual step back with its latest iPad Pro ad. Released on May 7, the ad drew attention with content that seemed to celebrate technology’s destruction of human creativity and artistry. However, after its release, the ad was met with fierce backlash from internet users.Led by Apple CEO Tim Cook, the company quickly backtracked and Tor Myhren, vice president of marketing communications, apologized in a statement to AdAge. Myhren said that Apple has creativity in its DNA and has always celebrated users’ efforts to bring their ideas to life. However, he acknowledged that this ad missed the mark and apologized to viewers.The ad features symbols of human creativity such as musical instruments, paint cans and an arcade video game from the 80s. However, reactions showed that these symbols failed to accurately convey the ad’s core message. The ad was criticized for promoting technology at the expense of human creativity.

Why Did Apple’s Latest Ad Draw Backlash?

Reactions to the ad on social media were varied. Some said it symbolized the crushing of creativity, while others thought Apple was really destroying the human experience. Even actor Hugh Grant emphasized that the ad represented the human experience.

For Apple, this was a rare reparation for a mistake. The company said it had no plans to air the ad on television, and although the ad was not deleted from Cook’s account, it was a step back.

Apple’s backtracking can be taken as a sign that the company is recognizing human creativity and artistry. However, in future ad campaigns, they may need to make more of an effort to better understand the sensibilities of viewers and communicate more accurately.

Apple Apologizes for “Crush!” Ad

Tor Myhren, Apple’s vice president of marketing, admitted to Ad Age that advertising fails to connect with audiences, saying: “At Apple, creativity is in our DNA, and it’s important for us to design products that empower creatives around the world. Our goal has always been to celebrate the myriad ways people express themselves and bring their ideas to life on iPad. We missed the mark with this ad and we apologize.”

The ad has been compared to the infamous first Macintosh computer commercial. “1984”, directed by Ridley Scott, depicted Apple as a savior in a mechanized, dystopian nightmare. Christopher Slevin, creative director at marketing agency Inkling Culture, commented on the relationship between the two ads in a LinkedIn post: “Apple’s new ad actually turns them into what they said they wanted to counter the 1984 ad.” Here is that ad