Source: Apple / iPad Pro M4 Chip
Apple usually nails its product ads, but the tech giant is now facing backlash for its iPad Pro commercial, which many perceive as tone-deaf.
After its Apple iPad-only “Let Loose” event, which showcased a new Pro model, refreshed iPad Air and accessories, many on X, formerly Twitter, aren't feeling the new spot called “Crush!” introducing the new iPad Pro to the world.
The company apologized for the ad that showed creative tools and instruments like a piano, paint, record player and more being crushed to reveal the new, slimmer iPad Pro model.
In a statement shared with Advertising ageTor Myhren, Apple's vice president of marketing, said Apple “missed the mark.”
“Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives around the world,” Myhren told the site. “Our goal is to always celebrate the myriad ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video and we're sorry.”
Social media is crushing the tech giant
The apology was a direct result of the deserved backlash against the ad. Creatives criticized the company on social media.
Actor Hugh Grant called the commercial “the destruction of the human experience” and The Handmaid's Tale Director Reed Morano instructed Apple CEO Tim Cook, “READ THE ROOM, LET'S GO. BECAUSE THIS STAGE IS REALLY Psychic.”
“This seems like a first one D this is a tone deaf miss out on apple. One one D shows beautiful tools of human creativity being crushed to be replaced by the newest and slimmest gadget is opposed to apple. I would expect that from an AI company no Apple,” another user wrote H.
Even this company is capable of dropping the ball.
You can see more reactions in the gallery below.
