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Apple Apologizes for iPad Pro Ad Destroying Pianos and Guitars

ByHuey Yee Ong

May 11, 2024
Apple Apologizes for iPad Pro Ad Destroying Pianos and Guitars

Apple Apologizes for iPad Pro Ad Destroying Pianos and Guitars

Apple has issued an apology for an advertising video for the new iPad Pro, which drew significant backlash for depicting the destruction of musical instruments with a hydraulic press.

The video, intended to showcase the tablet’s capabilities in a creative manner, was criticized for appearing insensitive and out of touch. This reaction led Apple to retract the advertisement and refrain from broadcasting it on television.

The controversial ad, initially shared by Apple CEO Tim Cook on X (formerly Twitter) and YouTube, featured creative tools like a guitar, piano, and metronome being crushed into the shape of the iPad Pro. This concept, inspired by viral hydraulic press videos on TikTok, aimed to highlight the device’s innovative design and features.

However, the execution struck a discordant note with audiences, sparking widespread derision and negative press. Viewers expressed dismay at the destruction of items typically associated with artistic creation, interpreting the ad as a poor representation of Apple’s values.

In response to the outcry, Tor Myhren, Apple’s Vice President of Marketing, spoke to Ad Age, acknowledging the misstep: “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.”

The backlash highlights a growing sensitivity among consumers to how companies represent their products and values. Some critics of Apple have suggested that the negative response to the ad could indicate a waning reservoir of goodwill among the company’s customer base, despite its historical reputation for compelling advertising. Apple, a major player in advertising, has often worked with TBWA\Media Arts Lab for its campaigns, though it also manages some of its marketing efforts internally.

This incident is not Apple’s first encounter with public disapproval over an iPad advertisement. In 2018, another iPad Pro commercial received criticism when it featured a child asking, “What’s a computer?”, which some viewers found annoying or out of touch with real-world tech usage.

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Featured Image courtesy of Justin Sullivan/Getty Images

Huey Yee Ong

Hello, from one tech geek to another. Not your beloved TechCrunch writer, but a writer with an avid interest in the fast-paced tech scenes and all the latest tech mojo. I bring with me a unique take towards tech with a honed applied psychology perspective to make tech news digestible. In other words, I deliver tech news that is easy to read.

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