Apple really missed the mark with their announcement of a new iPad. It shows how a huge hydraulic machine crushes trumpets, pianos and all sorts of other creative objects. The device is designed to be the world’s most powerful and fastest iPad. Apple admits that “this ad exceeded its target.”
Apple launched a new iPad this week. The company’s CEO, Tim Cook, shared an ad on social media promoting the “world’s most powerful iPad.”
Objects crushed
The ad begins with a collection of objects – from a globe to a metronome, various toys and musical instruments – topped with a steel plate. The plate slowly moves down, crushing everything in sight. Then the iPad appears.
Not all cookies are accepted. To view this content you must haveTo adjust.
Comments about the advertisement have been posted on social media in recent days. Many people see it as a metaphor for everything technology companies are destroying. For example, actor Hugh Grant wrote on X that the ad “symbolizes Silicon Valley’s destruction of the human experience.”
“Creativity is in our DNA”
American director Justine Bateman also expressed her criticism. “Why would Apple make an ad that destroys art?” she wrote. Paul Graham, a well-known technology investor, wrote on X that former Apple CEO Steve Jobs would never have approved the announcement. “It hurt his eyes,” Graham said.
After the criticism, Apple also realized that the ad did not have the right tone. “Creativity is in our DNA,” the tech company wrote. “Our goal is for people to bring their ideas to life with iPad. This ad missed its mark, we’re sorry.”
Although the ad will continue to appear on CEO Cook’s X account, the video will now no longer appear on TV.