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Apple on Thursday apologized for a new iPad Pro commercial that featured several creative items — including pianos, video cameras and paint cans — being destroyed by an industrial crusher, saying Ad age It “missed the mark”. The ad was met with backlash from people who thought Apple’s ad went against what Steve Jobs and the company as a whole claimed to stand for.
“Creativity is in our DNA at Apple, and it’s incredibly important to us that we design products that empower creators around the world,” Tor Myhren, the company’s vice president of marketing communications, said in a statement to Ad Age. “Our goal is to always celebrate the countless ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”
The ad, called “Crush,” has received millions of views on Apple’s YouTube channel and CEO Tim Cook’s X account. a fan The company said it was never shown on television, and plans for a TV show were reportedly cancelled.
You see, Apple is literally destroying the creative in advertising, leaving the iPad Pro behind. The ad quickly became a rallying cry about the feeling that big tech companies have monopolized our analog lives. Seeing this message coming directly from Apple was quite shocking.
Old Apple commercials, such as the infamous “1984” Super Bowl ad, portrayed the company as a liberator from technology giants like IBM. There are other notorious advertising campaigns, such as “Change your way of thinking“, encouraged users to lean on their creativity. Steve Jobs was ostensibly a champion of design and artists.
The public apology comes at a time when many are wondering whether Apple is facing a lack of creativity within the company. The Cupertino-based company has struggled to make new products that excite people the way they used to. The Vision Pro was met with lackluster sales just months after launch, and Apple’s iPhone and iPad divisions similarly struggled to sell in its most recent earnings report.
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