Apple Apologizes for Controversial iPad Pro Ad Criticized for Alleged Anti-Creativity Message


Apple recently released a new ad for the iPad Pro (2024), showcasing its thin design and powerful M4 chip.

The ad shows a machine crushing creative tools like a piano and a camera, intending to highlight the iPad’s creative potential.

However, the ad sparked immediate backlash online, with many interpreting it as a symbolic representation of technology wiping out human creativity.

This was highlighted by concerns raised about AI replacing human workers, further fueling the controversy.

The internet responded swiftly, with users pointing out the irony of Apple’s past iconic ads now seeming to portray a dystopian future.

Twitter users reacted it as "Crushing symbols of human creativity" and other as "iPad crushes the soul of humanity".

In response to the backlash, Apple decided not to air the commercial on television, a decision reported by AdAge.

Tor Myhren, Apple's VP of marketing communications, apologized for the ad, emphasizing Apple’s commitment to creativity.

This incident was unusual for Apple, a company known for its celebrated advertising campaigns like the ‘1984’ Super Bowl ad and the ‘Think Different’ campaign.

Despite the controversy, Apple remains committed to supporting creativity and innovation, promising to learn from this experience.

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