CNN
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Apple has apologized and admitted it “missed the mark” with its newest iPad Professional commercial.
The advert, posted on social media Tuesday by Apple CEO Tim Cook dinner, was met with backlash from web customers who felt that the advert celebrated expertise’s destruction of human creativity and artwork.
In a press release to AdAge, Apple’s vp of selling communications, Tor Myhren, apologized.
“Creativity is in our DNA at Apple, and it’s extremely vital to us to design merchandise that empower creatives all around the world. Our objective is to at all times have a good time the myriad of the way customers specific themselves and convey their concepts to life by iPad,” Myhren stated. “We missed the mark with this video, and we’re sorry.”
Apple confirmed the assertion it offered to AdAge however declined to offer additional remark.
The advert exhibits symbols of human creativity, like musical devices, paint cans, an ’80s arcade online game and a bust of a human head crushed by a large hydraulic press. Because the steel slabs of the hydraulic press raise, Apple’s new iPad Professional is revealed.
“Meet the brand new iPad Professional: the thinnest product we’ve ever created, probably the most superior show we’ve ever produced, with the unimaginable energy of the M4 chip. Simply think about all of the issues it’ll be used to create,” Cook dinner wrote in a submit on X accompanying the video.
Web backlash to the advert was instantaneous: “The symbolism of indiscriminately crushing lovely inventive instruments is an fascinating alternative,” wrote one social media consumer. “This advert successfully satisfied me I want much less expertise in my life,” wrote one other.
Different customers stated the advert was in poor style amid rising fears that AI may substitute employees – even those in creative fields. Actor Hugh Grant wrote on social media that Apple’s advert represented “the destruction of the human expertise.”
Apple now not plans to run the advert on TV, based on AdAge.
The mea culpa was uncommon for Apple, although the advert has not been deleted from Cook dinner’s X account.