NEW YORK — A new ad for Apple’s latest iPad Pro is causing a stir online.
Latest iPad Advertisement Sparks
The ad, released by the big tech company on Tuesday, features a hydraulic press squashing various creative tools like pianos, record players, paints, books, cameras, and old arcade game stuff. What comes out of this destruction? A brand-new iPad Pro, shiny and untouched.
“The newest iPad is super strong and super skinny!”
Apple wanted to show off their new product and all its features, but some people think they missed the mark with their ads. Critics say the way Apple did it didn’t work well.
Americus Reed II, a marketing professor at The Wharton School, said, “I had a really disturbing reaction to the ad. I got what they were trying to do, but it felt like technology was ruining the happy memories of the past.”
The ad comes at a time when lots of people are worried about technology taking over their jobs or daily lives. This fear is especially strong now because of how quickly things like artificial intelligence are becoming more common in everyday life. Seeing things they love being destroyed in the ad only adds to these worries, according to Reed and others.
This week, many famous people didn’t like Apple’s “Crush!” ad and said so on social media.
“Silicon Valley is ruining the human experience,” said actor Hugh Grant on X social media. He shared Apple CEO Tim Cook’s ad, expressing concern.
Some people thought the ad showed how big tech can hurt creative people. Filmmaker Justine Bateman said the commercial “destroys the arts.”
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Experts say that the new commercial from Apple is quite different from their usual marketing. Normally, Apple ads are positive and uplifting, but this one is a change from that.
Vann Graves, who leads the Brandcenter at Virginia Commonwealth University, said, “I first thought Apple has become what it never wanted to be.”
Graves compared Apple’s old ad for the Macintosh, which celebrated creativity and individuality, to the new iPad commercial. He felt the new one suggested that instead of letting people be creative in their own unique ways, everyone should use the same device and be limited to one way of doing things.
Apple said sorry for the ad in a message to Ad Age. They also said they won’t show the ad on TV anymore.
“At Apple, we believe creativity is a big part of who we are. We work hard to make products that help creative people everywhere. Our aim is to support the many ways people express themselves and make their ideas real using iPad. We admit, this video didn’t do that well, and we apologize for that.”
Apple, based in Cupertino, California, recently introduced its newest iPad Pros and Airs. They talked about the cool new stuff both tablets have. The Pro is thinner now and has a super-fast M4 processor. It also got a bit more storage space and now uses dual OLED panels, which means the screen looks even better with brighter colors and clearer images.
Apple wants more people to buy iPads because not as many were sold in the first few months of this year compared to last year. Since the iPad came out in 2010 and became popular, it’s not as important for Apple’s overall sales as it used to be. Now, iPads only make up about 6% of what Apple sells.
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