Due to ongoing complaints from netizens, Apple today publicly apologized to the public for an advertisement for the latest iPad Pro, cancelled the commercial broadcast plan, and promised to respect creative expression more. Historically, Apple has never apologized for ads.
Recently, an Apple “thriller” advertisement directly shocked netizens.
On May 7, Apple released an advertisement for the iPad Pro. This advertisement showed an industrial press crushing items such as televisions, musical instruments, and books and compressing them into images of the new iPad Pro. Here's the ad video:
However, the ad drew widespread criticism and ridicule on social media, with famous actor Hugh Grant even commenting that it seemed to promote “the destruction of the human experience.” Some netizens said that the crushed items in the advertisement, such as pianos, books, etc., are all symbols of culture and art. Physically “crushing” these cultural symbols and turning them into technological products seem to convey a negative message that culture is being replaced or destroyed by technology.
Some people think that in the current situation where AI technology is rapidly developing and regulators may split the Apple App Store, such ads are bad for Apple's image.
Due to the poor response, Apple's vice president of marketing communications, Tor Myhren issued a statement admitting that the ad did not achieve the expected results and apologized for it. He emphasized that creativity is in our DNA, and Apple has always been committed to inspiring the creativity of global creatives through its products. Furthermore, Apple also cancelled the original plan to broadcast this commercial on TV.
Apple has an in-house marketing team responsible for creating many ads, and also collaborates with advertising agency Media Arts Lab to carry out some advertising campaigns. It's unclear whether this iPad Pro ad was created by Apple or its advertising agency.
Although the ad is currently still on Apple CEO Tim Cook's Twitter account and has been viewed more than 53 million times on social media, it still had a significant impact on the positive image of the new iPad version and M4 chip launched by Apple this week. Some social media users said that this ad greatly discounted their views on Apple products, and some even said that the ad made them think “reduce the use of technology in their lives.”
Netizens on social media X flocked to @蒂姆 Cook and said:
“It really is the creepiest ad I've ever seen.”
“It made me want to sell my iPhone and iPad.”
