Apple Apologizes for Controversial iPad Ad

Backlash Against Apple's iPad Pro Commercial

Apple, the tech giant, has recently issued an apology due to the significant backlash it received for its new iPad Pro commercial. The ad, which features the iPad Pro destroying physical creative tools such as musical instruments, paint, and cameras in an industrial press, has been met with a largely negative response. Viewers have described the ad as 'soul crushing'.

Apple's Response to the Backlash

In response to the criticism, Apple released a statement. The company stated that their aim is always to celebrate the various ways users can express themselves and bring their ideas to life using the iPad. However, they acknowledged that they had missed the mark with this particular video and apologized for it. Plans to air the ad on terrestrial television have been cancelled, but it is still available on Apple’s YouTube channel.

Public Reaction to the Ad

Many people have expressed relief that the public does not want technology to obliterate all aspects of human creativity. British filmmaker Asif Kapadia was one of many who were surprised at the ad's candid portrayal of how tech companies are stifling creativity. James Bore, a tech expert at consultancy Bores Group, told the Daily Mail that the ad demonstrates how detached Apple is from actual creative efforts.

Reactions and Remedies

Some have taken it upon themselves to "fix" the ad by reversing it, effectively crushing the iPad and allowing the creative objects to reappear. Others have pointed out that the ad's concept is not even original, as it was previously used by LG in 2008. This controversy has led some to question whether Apple was deliberately aiming for controversy to boost sales.

Final Thoughts

While it's crucial for tech companies to innovate and push boundaries, it's equally important to respect and value the creative tools and processes that have shaped our world. This incident serves as a reminder of the delicate balance between technology and creativity. What are your thoughts on this controversy? Do you think Apple's ad was a misstep or a clever marketing strategy? Share your thoughts with your friends and join us for the Daily Briefing every day at 6pm.