Danish Kapoor
Danish Kapoor

Apple apologizes for iPad Pro ad

Apple was forced to apologize for a commercial that was prepared to promote its new iPad Pro and sparked controversy among creative communities. Apple Marketing Vice President Tor Myhren stated in a statement to Ad Age that the advertisement did not have the expected effect and they missed the target. “At Apple, creativity is in our DNA, and designing products that empower creators around the world is incredibly important to us,” Myhren said. said.

Apple introduced the iPad Pro with the M4 processor on Tuesday, and the company described this product as its thinnest product to date. It released a commercial aimed at maximizing creative potential with iPad. The ad showed objects such as a piano, record player, paint being crushed under a hydraulic press, leaving only an iPad Pro in the end.

A discussion on iPad Pro and creativity

However, the ad was negatively received by some creative circles. Famous actor Hugh Grant, described the ad as “destroying the human experience.” Director of the TV series “The Handmaid's Tale” Reed Morano He told Apple CEO Tim Cook that they should “take sensitivity into consideration” in a post on X.

While the ad was perceived by some viewers as the destruction of creative tools, Apple's effort to support creativity by highlighting these tools caused misunderstandings.

Danish Kapoor