Apple apologised for new iPad Pro ad’s alleged human creativity destruction implication

Apple’s latest commercial for the new iPad Pro tablet, titled “Crush!”, launched on Tuesday (7 May), has sparked criticism from social media users and individuals in the creative industry.

The ad features an industrial hydraulic press literally crushing a variety of objects, including a TV, musical instruments, books, and more, before revealing the new iPad Pro.

The advertisement showcases an array of items being compressed into the new iPad Pro, including a record player, piano, guitar, old TV set, cameras, typewriter, books, paint cans and tubes, and a classic arcade game machine.

Apple CEO Tim Cook took to X to share his excitement about the new iPad Pro, stating, “Just imagine all the things it’ll be used to create,” along with the ad.

The juxtaposition of creativity and destruction in the commercial has drawn criticism from viewers.

Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG

— Tim Cook (@tim_cook) May 7, 2024

“Narcissistic and tone-deaf,” critics slam Apple’s iPad Pro ad

As of the time of writing, the video has garnered over 55.7 million views on X, accompanied by over 16 thousand comments, many of which criticize the ad as “tone deaf.”

One user remarked that the iPad ad is “narcissistic and tone-deaf”, symbolically destroying creative tools while implying that only the iPad is necessary—a metaphor for the tech industry’s dominance.

Another user described the ad as ghoulish, suggesting that Apple’s marketing team should be fired for the catastrophic impact on the brand.

A different user criticized Apple for being out of touch with the current state of creative industries, highlighting the disconnect between the company’s messaging and the reality faced by artists.

“Suppression of human creativity”?

Another comment lamented how the ad reflects Big Tech’s suppression of human creativity in favour of technological progress, a sentiment echoed by others concerned about AI’s impact on artistic expression.

Asif Kapadia, a producer, director, and writer, condemned tech companies for exploiting artists and creators without fair compensation, describing the ad as a candid portrayal of the industry’s exploitation.

Reza Sixo Safai, a filmmaker, offered a reversed version of the ad as a playful critique, highlighting the discomfort felt by many viewers.

Hey @Apple, I fixed it for you (sound on) pic.twitter.com/OwVnYNgXhT

— Reza Sixo Safai (@rezawrecktion) May 8, 2024

Apple issues apology for controversial iPad Pro ad

According to Ad Age, Apple apologised in response to the backlash surrounding its controversial iPad Pro advertisement.

Tor Myhren, the company’s VP of marketing communications, stated, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world.”

Myhren continued, expressing regret over the ad’s reception, saying, “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.”