Apple Issues Apology for Controversial iPad Pro Ad

Apple is saying it “missed the mark” with a controversial ad for its new iPad Pro.

Apple’s vice president of marketing communications, Tor Myhren, said in a statement to AdAge, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad.”

“We missed the mark with this video, and we’re sorry,” he added.

AdAge reported that Apple no longer plans to air the ad on TV.

On Tuesday, Apple CEO Tim Cook posted on X, “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.”

The controversial ad depicted a hydraulic press crushing several a pile of artistic items such as a piano, an ’80s-style arcade, a guitar, and paint cans that spatter paint all over.

As it lifts up, the new iPad Pro is left behind.

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. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024

However, the ad was harshly criticized on X:

I felt sad when I saw creative tools such as musical instruments and cameras being destroyed. I don't think the creators will like this video. Is it my Japanese sensibility that makes me feel this way?
— Takuta (@Takuta) May 7, 2024

Apple – literally crushing the symbols of human culture and creativity. If this isn't soul destroying for any thinking feeling person, I don't know what is. https://t.co/BVEKPDcnge
— The Critical Drinker (@TheCriticalDri2) May 9, 2024

So painful to watch, especially given the current climate of artists being crushed by the unrelenting decimation of the arts by generative AI. https://t.co/tmCT7kcrOA
— Jingna Zhang (@zemotion) May 8, 2024

This ad perfectly encapsulates the insight that people think technology is killing everything we ever found joy in. And then presents that as a good thing.

I haven't seen such a visceral backlash to a spot in a long time. https://t.co/QWIHwPWgJ4
— Katie Deighton (@DollyDeighton) May 8, 2024