Apple Apologizes for iPad Ad That Insulted Art and Creativity

Controversy Grows, Direct Apology and Unprecedented Move
Decision Made Not to Air New Advertisement on TV

Apple issued an unusual apology over the controversy surrounding its new iPad Pro advertisement.

A part of the new iPad Pro commercial released by Apple. [Image source=Apple]

On the 9th (local time), US media outlets including CNBC reported, citing an interview with advertising agency The Edge and Apple’s Vice President of Marketing, Tor Myron, that Apple apologized for the controversy over the new iPad Pro advertisement. Myron said, "Our goal is to celebrate the countless ways users consistently express themselves and bring their ideas to life through the iPad," but also apologized, saying, "The message of the advertisement did not properly connect with our goal. We're sorry." Apple later decided not to air the new advertisement on TV.

The media described it as "an unusual step by Apple to apologize for the advertisement promoting the new iPad Pro tablet." This 'unusual apology' from Apple came just two days after releasing the new iPad Pro model and posting the advertisement on platforms like YouTube.

A part of the new iPad Pro commercial released by Apple. [Image source=Apple]

The one-minute advertisement vividly shows a hydraulic press crushing and destroying a piano, metronome, LP record player, film camera, paint can, arcade game, sculpture, and emoji doll. In the empty space left after the metal plate rises, the new iPad Pro is placed. The advertisement appears to convey the message that various creative tools are ultimately integrated into a single iPad.

However, the advertisement drew strong criticism from the art community, accusing Apple of destroying human creativity. It gave the impression of destroying all the cultural achievements and creative tools built up over time. Some also pointed out that it touched on the 'red line' of artists losing their place in the era of artificial intelligence (AI). British actor Hugh Grant also voiced criticism, calling it "the destruction of human experience created by Silicon Valley." Foreign media evaluated that "Apple has gained the image of a digital winner that has overcome the analog world."

Netizens also reacted with comments such as "There is no respect for creative tools and it mocks creators," "Is Apple’s direction to mercilessly destroy the beautiful things in this world?" "I don’t think I’ve ever seen an advertisement that turned the hearts of the core customer base as much as this iPad advertisement," and "Watching the advertisement is painful."