Apple CEO Tim Cook has apologized for the company’s latest iPad Pro advertisement, which faced criticism from internet users who believed it celebrated technology’s ability to harm human creativity and art. The ad featured symbols of human creativity being destroyed by a giant hydraulic press, before revealing the new iPad Pro.
Cook acknowledged that the ad “missed the mark” and issued an apology on social media. Apple’s vice president of marketing communications, Tor Myhren, also issued a statement to AdAge expressing regret for the ad’s content. Myhren emphasized that creativity is a fundamental part of Apple’s DNA, and the company aims to design products that empower creatives around the world. He reiterated that Apple’s goal is to celebrate the diverse ways users express themselves through their products.
Due to the negative response, Apple has decided not to air the ad on TV. This move is a departure from the tech giant’s usual marketing strategy, which typically avoids making public apologies. Despite this decision, the ad remains posted on Cook’s social media account, stirring continued discussion among users about the intersection of technology and creativity.
