NEW YORK (AP) — Apple’s latest advertisement for the new iPad Pro has sparked a wave of mixed reactions online. The ad, released by the tech giant earlier this week, features a hydraulic press crushing various traditional creative instruments, only to reveal the pristine new iPad Pro at the end.
Critics argue that the ad comes at a time when many individuals are already feeling uneasy about technological advances potentially replacing traditional methods. The sight of cherished items being destroyed in the ad serves to amplify these fears, according to marketing experts.
Among the voices critical of the ad on social media are celebrities like actor Hugh Grant, who expressed concerns about the impact of big tech on creativity. Filmmaker Justine Bateman also weighed in, suggesting that the commercial symbolizes a threat to the arts.
Apple’s unconventional approach in the ad has raised eyebrows, as the company is typically known for more positive and uplifting marketing campaigns. The ad’s stark contrast to Apple’s iconic 1984 advertisement introducing the Macintosh computer has left some feeling that the tech giant has deviated from its previous messaging.
In an unexpected move, Apple issued an apology for the ad, acknowledging that it missed the mark. The company emphasized its commitment to empowering creatives worldwide through its products and expressed regret for the divisive nature of the commercial.
In other news, Apple recently unveiled its latest lineup of iPad Pros and Airs, featuring new designs and enhanced features. The new Pro model boasts a thinner design, a powerful M4 processor, and improved display technology, aiming to boost demand for iPads after a recent decline in sales.
Despite the success of the iPad upon its initial release, Apple has seen a decline in tablet sales in recent years, with the device now accounting for a modest 6% of the company’s total sales. The company continues to innovate and refine its products in hopes of regaining momentum in the competitive tablet market.