On Tuesday, Apple apologized for an online backlash over its new controversial ad for latest generation iPad Pro titled ‘Crush’. The company admitted saying that the ad “missed the mark”. This remark was followed by criticism suggesting it contradicted the principles that Apple and its late co-founder Steve Jobs were said to upheld.
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What was the iPad Pro Ad about?
Although ‘Crush’ garnered a million views on Apple’s YouTube channel and CEO Tim Cook’s X account post but Apple has it never made to the Television. Due to its backlash, any plans of broadcasting the commercial have ben cancelled, according to reports from the company.
The latest iPad Pro commercial launched by Apple’ Chief Executive, Tim Cook, features an industry sized hydraulic machine with various object associated with human creativity- piano, paints, clay structure, books, art supplies and other musical instruments. The hydraulic machine is seen crushing all these items of human creativity and turns it into a single iPad, a voiceover then says “the most powerful iPad ever” and “also the thinnest.” The ad implies that all those features are put together in their latest iPad Pro.
CEO Tim Cook posted the ad with the following caption stating “Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip.” “Just imagine all the things it’ll be used to create,” he further adds in the post caption.
However the implication that, an iPad could encapsulate all of humankind’s cultural accomplishments within its slim 5mm frame got mixed reactions on social media.
Backlash on Social Media
The message seemed to imply that the iPad Pro could replace these traditional tools of creativity, but this was not well-received by the audience. Critics argued that the ad suggested technology was overtaking and destroying the essence of human creativity, rather than enhancing it.
The backlash was swift and vocal, with creators and consumers alike taking to social media to express their discontent. High-profile figures in the arts and technology sectors also weighed in, with some accusing Apple of undermining the very creativity it has always claimed to champion.
The ad represented “the destruction of the human experience, courtesy of Silicon Valley”, the actor Hugh Grant wrote on X.
Other critique comments on the social media said- “The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice”, “This ad effectively convinced me I need less technology in my life,” writes another critique on social media.
American filmmaker Justine Bateman, who has voiced concerns about artificial intelligence’s effects on her field, posted on X with the following message: “Why did Apple do an ad that crushes the arts? Tech and AI means to destroy the arts and society in general.”
The ad would have not been a problem few years back, but in the times of growing concerns of AI replacing the humankind even in the creative field the ad was a poor taste, said few on social media.
Apple’s apology for the Ad
In response to the growing discontent, Apple’s CEO, Tim Cook took to the social media to address the concerns. He apologised and admitted that the ad was misjudged. “We believe technology should empower creativity, not replace it,” Cook stated. “We apologize to those who felt the message of our ad was contrary to this belief.”
Apple’s Vice President of Marketing Communications, Tor Myhren, echoed Cook’s sentiments in a statement to the press. “Creativity is in our DNA at Apple,” Myhren said. He added “Our intention with the iPad Pro ad was to celebrate the myriad ways our users express themselves. We missed the mark with this video, and for that, we are sorry.”
The controversy has sparked a broader conversation about the role of technology in the creative process. While some argue that devices like the iPad Pro can enhance creativity by providing new tools and platforms, others worry that an overreliance on technology could stifle traditional creative skills and expression.
