Apple recently released an ad for the new iPad Pro that received criticism from internet users. The ad depicted a hydraulic press opening to reveal the iPad, and many felt that it portrayed technology as destroying human creativity and art. Apple’s vice president of marketing communication, Tor Myhren, issued an apology, stating that creativity is a crucial part of Apple’s DNA and they aim to design products that empower creatives worldwide.
The ad showcased various symbols of human creativity, such as musical instruments, paint cans, an ’80s arcade video game, and a bust of a human head being crushed by a giant hydraulic press. As the metal slabs lifted, Apple’s new iPad Pro was revealed. Despite CEO Tim Cook describing the new iPad Pro as thin and powerful, the ad was met with widespread criticism online for its negative symbolism.
Critics expressed concerns that the ad implied the replacement of human creative work by technology, especially as fears about AI taking over jobs grow. Actor Hugh Grant went on social media to comment about the ad symbolizing “the destruction of the human experience.” However, Apple has decided not to air this ad on TV and issued a rare apology for missing the mark. Although the ad remains on Cook’s X account, this response from Apple shows their commitment to celebrating creativity through their products.
