APPLE has issued a rare apology for its new iPad ad, which viewers described as “inhumane and tone-deaf.”
The heavily criticized ad, showcasing Apple’s new iPad Pro, features beautiful examples of artistry and human ingenuity being crushed into a single tablet.
It was designed to highlight the new iPad Pro’s extra-thin OLED display – the thinnest product ever made.
Many TV models still do not have OLED screens.
But actor Hugh Grant called it the “destruction of the human experience” on X (formerly Twitter), and millions of others on social media agreed.
“I ordered the new iPad Pro right away… but damn, this ad,” tweeted one Apple fan.
“Watching beloved tools of creativity destroyed by a giant industrial press!?!
“It is completely inhumane and tone-deaf for our digitally distanced times.”
Another added: “This iPad ad is extremely narcissistic and tone deaf. Celebrating creativity by literally destroying all symbolic creative tools.
“You won’t need this anymore, you just need me.
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“Seems like a good metaphor for the state of the tech industry right now.”
The ad was universally hated across the world.
But Apple says it intended to “celebrate” human expression in the new ad, rather than destroy it.
Tor Myhren, Apple’s vice president of marketing, said the company “missed the mark.”
We missed the mark with this video and we are sorry
Tor Myhren
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives around the world,” Myhren told Ad Age magazine.
“Our goal is to always celebrate the endless ways users express themselves and bring their ideas to life through iPad.
“We missed the mark with this video and we are sorry.”
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