Apple apologises for 'missing the mark' with controversial iPad advert

The newly-released ad promoting Apples new iPad Pro has sparked a strong reaction, with many expressing concern at creative tools being crushed

Apple has apologied following a backlash from their latest iPad advert which showcased creative tools, including books and musical instruments, being crushed by a potent hydraulic press.

Meaning to illustrate the broad array of creative resources packed into the updated iPad, the advertisement instead sparked a strong reaction across social media platforms. Notable figures felt compelled to express their dismay at the portrayed destruction. The tech giant’s VP of Marketing Communications, Tor Myhren, said: “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world.”

He added: “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 minute-long video endeavoured to depict an array of creative tools compressed within Apple’s thinnest-ever iPad Pro; revealing its new model after the hydraulic press had crushed various items such as books, arcade gaming machines, paint cans, and sculptures.

However, critics swiftly pointed out this rather represented how innovation could be used to suppress creativity instead of elevating it. Actor Hugh Grant said the ad showed “the destruction of the human experience. Courtesy of Silicon Valley”.

Songwriter Crispin Hunt said the “crushing” of musical instruments “evokes the same primal horrific sacrilege as watching books burn”. “Surprisingly tone-deaf from Apple, who’ve previously enabled and championed creativity,” he remarked.

Apple boss Tim Cook took to X, formerly known as Twitter, to promote the new iPad Pro, boasting that it features “the most advanced display we’ve ever produced” and touting its “incredible power”. He enthused, “just imagine all the things it’ll be used to create”.

Social media users criticised the unnecessary destruction and perceived disrespect for creative tools shown in the visuals. The criticism comes at a sensitive time, with many creative artists raising concerns about the impact of technology, and generative AI, on their work and its potential to take jobs from people.