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Xanthi S

Apple apologized after their latest iPad ad after internet blowback

An image of three stacked abstract 3D shapes with a neon contour edge effect on a black background.

iPad Pro’s latest advertisement has created a backlash so intense that made the company to apologize

The advertisement shows items, that many consider as symbols of human creativity, such as musical instruments, cans with paint, and even an 80s arcade, being crushed by a giant hydraulic press.

The result is the latest iPad that comes out of the squizzed items.

The message is clear and not ill-intended. The new iPad can help you create things. It’s a metaphor for helping you do things, without needing so many materials like paint or sculpting items.

However, artists, especially in the era of AI, where many artists feel that their art is used without their consent to generate other forms of art via AI tools, did not appreciate the ad.

The negative comments were massive. Tor Myhren, Apple’s vice president of marketing communications apologized saying:

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. 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.”

Image by Apple.com

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