“We missed the mark with this video and we are very sorry.”
On May 7, after months of rumors, Apple finally presented its new iPad Air and iPad Pro devices, which will soon arrive in Spain and whose most powerful tablet has a minimal thickness and a stunning screen. However, there is something in the announcement of these models that users did not like: advertisement with which the company led by Tim Cook showed the iPad Prowhere a huge hydraulic dam destroys cultural sites.
There was so much noise that Apple decided to apologize after receiving criticism on the Internet and on various social networks in connection with the announcement of the new iPad called “Crush!” (“Crush!”, in Spanish). “We missed the mark with this video and we are very sorry,” the company told the media. AdAge. Not only that, the bitten apple firm also abandoned plans to air the said ad on television; although it will still be seen on YouTube and social media.
Advertisements showing various cultural sites such as piano, guitar, arcade game or paint cans, among other things, was crushed by a huge hydraulic dam. When the chopper turns back on, you see the iPad Pro 2024 and then a voice in turned off states, “The most powerful iPad is also the thinnest.”
“Creativity is in Apple’s DNA, and it’s incredibly important to us to create products that empower creative people around the world. Our goal is always to celebrate the countless ways users express themselves and bring their ideas to life using iPad. We missed the mark with this video and we’re really sorry.“Explains Thor Mühren, Apple’s vice president of marketing communications. AdAge.
The video Apple intended to serve as a metaphor for all the creative tools a person has when purchasing its product. However, the Cupertino (USA) company saw that its ad did not go down well with users, even world-famous artists such as actor Hugh Grant, who wrote on his X (Twitter) account that the ad represents “the disruption of the human experience, courtesy of Silicon Valley”.
(John Ternus, the soft-spoken executive rising to succeed Tim Cook as Apple’s next CEO)
While Justine Bateman, an American film director, took the opportunity to also criticize the influence of artificial intelligence (AI) in her sector. “Why did Apple make an ad that destroys art? Technology and AI mean the destruction of art and society as a whole.” he wrote on X. Many celebrities spoke out against the video and at least received an apology from the company.