NEW YORK (AP) — A recently released ad promoting of Apple the new iPad Pro has struck quite a nerve online.
The ad that was released from the tech giant on Tuesday, shows a hydraulic press crushing nearly every creative tool used by artists and consumers over the years, from pianos and turntables to piles of paint, books, cameras and arcade game relics. As a result of the destruction? Perfect new iPad Pro.
“The most powerful iPad yet is also the thinnest,” says a narrator at the end of the ad.
Apple’s intent seems clear: Look at all the things this new product can do. But critics called it tone-deaf, with several marketing experts noting that the campaign’s execution fell short.
“I had a really disturbing reaction to the ad,” said Americus Reed II, a professor of marketing at The Wharton School of the University of Pennsylvania. “I understood conceptually what they were trying to do, but … I think the way it happened is that here’s a technology that crushes the life out of that nostalgic kind of joy (from earlier times).”
The ad also comes at a time when many feel insecure or afraid to see their work or everyday life “replaced” by technological advances — especially amid the rapid commercialization of generative artificial intelligence. And watching beloved objects crash into oblivion doesn’t help curb those fears, Reed and others note.
Several celebrities were also among the voices criticizing “Crush!” of Apple. social media ad this week.
“The Destruction of Human Experience. Courtesy of Silicon Valley,” actor Hugh Grant wrote on social media platform Xin a repost from Apple CEO Tim Cook sharing the ad.
Some have found the ad to be an eloquent metaphor for the industry today — especially concerns about big tech having a negative impact on advertising messages. Directed by Justin Bateman wrote to X that advertising “crushes the arts”.
Experts added that the ad marks a marked departure from the marketing Apple has seen in the past – which has often taken more positive or inspirational approaches.
“My initial thought was that Apple has become exactly what it never wanted to be,” said Van Graves, executive director of Virginia Commonwealth University’s Brandcenter.
Graves pointed to Apple’s famous ad from 1984 introducing the Macintosh computer, which he says focuses more on elevating creativity and thinking outside the box as a unique individual. In contrast, Graves added, “this (new iPad) ad is saying, ‘No, we’re going to take all the creativity in the world and use a hydraulic press to squeeze it down into a device that everyone uses.’
In a statement shared with Ad Age on Thursday, Apple apologized for the ad. The outlet also reported that Apple no longer plans to air the spot on television.
“Creativity is in our DNA at Apple, and it’s extremely important to us to design products that empower creatives around the world,” Tor Mairen, the company’s vice president of marketing communications, told Ad Age. “Our goal is always to celebrate the countless ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video and we’re sorry.”
Cupertino, California-based Apple introduced its latest generation iPad Pro and Airs earlier this week in a showcase that touted the new features for both lines. The Pro features a new slimmer design, a new M4 processor for extra processing power, slightly upgraded storage and includes dual OLED panels for a brighter and clearer display.
Apple is trying to curb demand for the iPad after its tablet sales fell 17 percent from last year in the January-March period. After its debut in 2010 helped redefine the tablet market, the iPad has become a small contributor to Apple’s success. Currently, it represents only 6% of the company’s sales.
