- Apple released an ad for its latest iPad Pro.
- The ad, however, has drawn criticism from several users.
- It shows the iPad Pro crushing things like musical instruments, paints, books and more.
Apple launched its new iPads earlier this week. The new iPad Pro comes with major upgrades including an OLED display, a new 13-inch size, the new M4 chip, and more. Apple put out an ad for the iPad Pro, which has received flak from many people. The iPhone maker has issued an apology for the same and plans to not run the ad on TV.
Apple’s new iPad ad crushes creativity
- The ad in particular was shared on Apple CEO Tim Cook’s X profile. It’s still visible with over 55 million views.
- The iPad ad shows a machine crushing things like musical instruments, computers, arcade machines, paints, sculptures, cameras, and more. Basically, all traditional things that are used for art and entertainment were shown crushed in the ad.
- It ends with all of these things crushed and turned into the iPad Pro. Apple calls this iPad Pro its most powerful and thinnest so far.
- But the ad has received criticism from several users who have shared their disappointment in the comments to the post.
According to the replies, it seemed like the message Apple was trying to portray was how the new iPad Pro replaces all the creative things one can enjoy physically.
In a statement to AdAge (via Business Standard), Apple 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. We missed the mark with this video, and we’re sorry.”
Apple also scraped plans to not run the ad on TV. It’s still visible on Tim Cook’s profile and the Apple YouTube channel. The ad hasn’t been taken down yet.
