The US company apologized and now does not want to show the video on television. The clip was actually intended to emphasize the robustness of the Pro model of the tablet series: musical instruments such as a trumpet and a piano are crushed in a press. Then the press opens again – there is an iPad inside.
However, many viewers were outraged by the destruction, even if it appeared to be computer-generated. Criticism spread in online networks that the video crushed tools of creativity. Actor Hugh Grant complained on the online platform X about Silicon Valley’s “destruction of the human experience”.
“Missed target”
Apple apologized and said it would refrain from broadcasting the commercial on television. It is important for the company to design products for creative people, Apple manager Tor Myhren told the advertising magazine “Ad Age” on Thursday. “We missed the mark with this video and we are sorry.”
CEO Tim Cook published the video on Tuesday to present the new iPad models on X and wrote, among other things: “Imagine all the things it will be used to create.”
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