Apple Pulls iPad Ad After Criticism, Skips TV Launch

Key Takeaway

• Apple apologizes for an iPad Pro ad criticized for promoting the "destruction of the human experience," highlighting a rare marketing misstep.
• The controversial ad, intended to showcase creativity, backfired, leading to negative reactions from figures like Hugh Grant and broader audiences.
• The incident has sparked discussions on technology's role in creativity, with some viewers stating it pushed them towards wanting "less technology."

Ad Controversy

Apple Inc. recently encountered significant backlash following the release of an advertising video for its new iPad Pro tablet. The ad, shared by CEO Tim Cook on X (formerly Twitter) and YouTube, depicted various creative tools such as guitars, pianos, and metronomes being crushed by a hydraulic press into the new tablet. This portrayal, intended to mimic the style of popular viral videos, was criticized for making Apple appear out of touch with its audience. Critics, including actor Hugh Grant, argued that the ad promoted the "destruction of the human experience," while others expressed offense at the destruction of creative tools. The negative reaction was a departure from the typically positive reception to Apple's marketing efforts, highlighting a rare misstep for the company known for its significant advertising presence and close relationship with the ad agency TBWA\Media Arts Lab, as well as its internal advertising development team.

Apology Issued

In response to the widespread criticism, Apple issued an apology on Thursday, with Tor Myhren, the company's vice president of marketing communications, expressing regret over the video's reception. Myhren's statement, "Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry," acknowledged the company's failure to convey its intended message of celebrating user creativity through the iPad. This incident marks another controversial moment in Apple's advertising history, reminiscent of a 2018 iPad Pro ad that also drew criticism for appearing to question the relevance of traditional computers.

Market Reaction

The release of the ad and Apple's subsequent apology have prompted discussions among technology and advertising experts. Critical analyses from MarketWatch and The Atlantic have highlighted the ad's poor timing and questionable message amidst the current technological and cultural climate. The attempt to showcase the iPad Pro's capabilities and thinness through the destruction of cultural and creative symbols was seen as lacking self-awareness and sensitivity, especially during a period of significant technological upheaval and angst over generative AI's impact on creativity. The controversy and apology have sparked critical discussions on the ad's timing and message, with some users stating that the ad convinced them they need "less technology in their life," and others expressing that it made them "hate" Apple products.

Management Quotes

• Tor Myhren, Vice President of Marketing Communications at Apple:

  "Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry."