Apple's new iPad Pro commercial has sparked outrage on social media. In it, a powerful press destroys various objects symbolizing music, art, creativity and other human achievements.
Social media users, including many famous personalities, lashed out at Apple with criticism.
Directed by Asif Kapadia in his post on the social network, X very aptly expressed the main complaint about the ad:
"It's the most honest metaphor for what tech companies do to art, to artists, to musicians, to creators, to writers, to filmmakers: squeezing them, using them, underpaying them, taking everything away, and then saying it's all made by them."
The famous British actor Hugh Grant also condemned the ad, calling it a "destruction of the human experience". Similarly, Reid Morano, director of the series "The Handmaid's Tale", advised Apple CEO Tim Cook to listen to criticism.
Social network users were outraged by:
— Negative attitude towards creativity and cultural values. The ad positions the iPad Pro as a replacement for all of this, which many found disrespectful and even offensive.
— Demonstration of a destructive approach to technology. Destroying items in the ad instead of showing their benefits gave the impression that Apple wanted to "erase" the past.
— Inconsistency with brand values. Apple positions itself as a company that inspires creativity, and this ad contradicts that image.
Apple's reaction
At first, Apple was silent on the matter, which further fueled public discontent.
Thor Mihren, Apple's vice president of marketing, later issued a public apology. Mihren noted Apple's commitment to creativity and acknowledged that the ad fell short of its goal. He regretted the misinterpretation of the ad, saying it was meant to showcase the potential of the iPad Pro.
It is important to note that not all users reacted negatively to the ad. Some saw it as a metaphor for transformation and progress, but their opinion is clearly in the minority.
This story once again emphasizes the importance of a thoughtful approach to advertising.
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