Apple apologises for crushing musical instruments and books in ‘tone-deaf’ iPad Pro advert | Science & Tech News

Apple has apologized for its new iPad Pro ad in which it squashed cameras, books and musical instruments, saying it “missed the mark.”

The announcement, shared online by Apple Tim Cook, CEO, also presented creative tools such as a record player and metronome crushed in an industrial press.

Its goal was to show the wide range of tools that the thinnest iPad ever created can be used for.

But The ad was criticizedand actor Hugh Grant said it showed the “destruction of the human experience. Courtesy of Silicon Valley.”

In a statement, Apple’s vice president of marketing communications Tor Myhren said: “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives around the world.

“Our goal is always to celebrate the countless ways users express themselves and bring their ideas to life on iPad. We missed the mark with this video, and we’re sorry.”

Composer Crispin Hunt called the announcement “shockingly tone-deaf” and said Apple “previously enabled and championed creativity.”

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Adam Singer of ad tech company AdQuick called it “the perfect (unintentional) metaphor for today’s creative dark age.”

“It compresses organic instruments, happy/imperfect machines, tangible art, our entire physical reality into a postmodern, soulless, read-only device, with which a multibillion-dollar corporation controls what you do,” he wrote in X.

Sales of iPads fell 17% from January to March compared to the same period a year earlier. Currently, tablets represent only 6% of the company’s sales.