Apple’s Vice President of Marketing Communications, Tor Myhren, responded to the backlash and apologized through an AdAge interview. “Creativity is in our DNA at Apple, and our intention has always been to design products that empower creatives globally,” Myhren stated. “We aimed to celebrate the diverse ways users bring their ideas to life with the iPad. Unfortunately, this video missed that mark, and we sincerely apologize.”
The ad was intended to highlight the capabilities of the new iPad Pro, which Apple touts as its thinnest product with the most advanced display and the powerful M4 chip. In his social media post accompanying the ad, Cook emphasized the device’s creative potential, saying, “Just imagine all the things it’ll be used to create.”
However, the execution of the message was met with immediate backlash from the online community. Critics argued that the visual metaphor of crushing artistic tools sent a conflicting message, suggesting the dominance of technology over traditional forms of creativity. This sentiment was echoed across various responses, with one user noting the ad “convinced me I need less technology in my life” and another describing it as a poor choice amid concerns about AI replacing human roles in creative industries.
Notably, actor Hugh Grant also voiced his displeasure, interpreting the ad as symbolic of “the destruction of the human experience.” This broad hostile reception led Apple to pull the ad from its planned television broadcast, though it remains on Cook’s social media account.
This incident is a rare public relations misstep for Apple, renowned for its carefully curated brand image. It highlights the challenges tech companies face as they navigate the fine line between showcasing technological advancements and honoring the human elements of creativity and labor. Apple’s swift response in the form of an apology underscores its acknowledgment of public sentiment and its commitment to maintaining a positive relationship with its consumer base.
