Technology
Friday, May 10th, 2024 3:28 pm EDT
Key Points
- Apple issued an apology for a promotional video featuring the iPad Pro after facing widespread criticism on social media for its content.
- The video, posted by CEO Tim Cook, depicted creative tools being crushed by a hydraulic press until they transformed into the new tablet, a concept that sparked backlash and was perceived as out of touch by viewers.
- The company decided against airing the ad on television, acknowledging the misstep and expressing regret for missing the mark in celebrating users’ expressions and ideas through the iPad. This incident adds to a history of contentious iPad ads, including a 2018 spot that drew criticism for a child’s question, “What’s a computer?”
On Thursday, Apple took an unusual step by issuing an apology for a short advertising video promoting its new iPad Pro tablet, following widespread criticism on social media. Tor Myhren, Apple’s vice president of marketing communications, expressed regret, acknowledging that the video missed the mark in celebrating users’ expressions and ideas through the iPad. The ad, posted by CEO Tim Cook on X (formerly Twitter) and YouTube, depicted various creative tools, including a guitar and piano, being crushed by a hydraulic press, ultimately transforming into the new tablet. Apple, recognizing the negative reception, decided not to air the ad on TV. The spot drew derision and extensive media coverage, with viewers deeming it out of touch and expressing offense at the destruction of creative tools. Critics suggested that the backlash indicated a decline in Apple’s customer goodwill, highlighting the company’s significance as a major advertiser closely associated with its longtime ad agency, TBWA\Media Arts Lab. This incident isn’t the first time an iPad ad has irked customers; in 2018, an ad featuring a child asking, “What’s a computer?” also sparked annoyance among some viewers.
For the full original article on CNBC, please click here: https://www.cnbc.com/2024/05/09/apple-apologizes-for-ipad-pro-ad-showing-hydraulic-press-destroying-guitars-piano.html
