Apple Apologizes For 'Soul Crushing' iPad Ad

Authorized by Steve Watson via Modernity.news,

Apple has issued an apology following massive backlash to an ad for the fresh iPad Pro that crosses physical creative tools in an industrial press.

As we excelled, the commercial shows the device obliterating items specified as musical instruments, paint and cameras, then unveiling an iPad as the replacement for everything creative.

Following an overwhelmingly negative consequence from viewers who branded the ad ‘soul crushing’, Apple issued a statement.

“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,’ the company claimed, going on to commit “We missed the mark with this video, and we’re sorry.”

’We missed the mark with this video, and we’re sorry,’ the tech giant said of a fresh ad involving a hydraulic press, which had drawn dense backlash https://t.co/s0eNXW565X pic.twitter.com/mwhrDvOJ8L

— Financial Times (@FT) May 10, 2024

Accepting to reports, there were plans to broadcast the ad on terrestrial television, but they have now been scrapped.

The ad is inactive live on Apple’s YouTube channel.

It’s encouring to see that people do not want dystopian tech crushing all aspects of humanity.

British filmmaker Asif Kapadia was taken aback, like many others, as to how honest the ad was in its announcement that tech companies are crushing creativity.

Like iPads but don't know why any thought this ad was a good idea
It is the most honest metaphor for what tech companies do to the arts, to artists musicians, creators, writers, filmmakers: compression them, usage them, not pay well, take everything they say it’s all created by them https://t.co/ZgwXO53UZ0

— asifkapadia (@asifkapadia) May 8, 2024

James Bore, tech expert at consulting Bores Group, told the regular message that the ad “shows how they are disconnected from actual creative efforts.”

“I think they may have alienated a not-insignificant part of their mark marketplace by reasoning like technologicalists alternatively than creatives,” Bores continued, adding “There were much better ways to make the same message, without destroying things that their customers will feel sentimental about for a publicity stunt.”

“Unless of course they were going deliberately for the controversy sells English, which I can’t regulation out directly,” Bores further noted.

Someone “fixed” the Apple ad by reversing it, thereby effectively smashing the iPad and having the creative objects applying in its place.

Hey @Apple, @recastrecktion elegantly fixed your ad for you — sound on & enjoy pic.twitter.com/A9nImoVPx4

— Art Jonak (@ArtJonak) May 8, 2024

Other points pointed out that the eventual irony is that the concept was’t even an first creation, and was done before by LG in 2008:

LG telephone ad from 2008 (BBH London) pic.twitter.com/cWIDZx1d4a

— Andy Allen (@assallen) May 9, 2024

* * Oh, * *

Your support is cruel in helping us defeat mass centership. delight contact us via Locals or check out our unique merch. Follow us on X @ModernityNews.