Apple issued an official apology for the announcement of the new device iPad Pro, which recently sparked a wide controversy, and faced great criticism from creators and artists.
The ad featured a number of creative tools, such as a piano and a camera, pressed by a machine, prompting negative and angry comments online.
Earlier this week, the iPhone maker launched the new iPad Pro, boasting its slim design and powerful M4 processor in a promotional video on YouTube and on CEO Tim Cook’s social media account.
After negative feedback, Apple decided not to broadcast the ad on television. The aim of the ad was to showcase the creative capabilities of the latest iPad Pro, focusing on how thin it is, which is only 5.1 mm.
But many viewers interpreted the ad differently, seeing it as a symbolic representation of technology crowding out human creativity, particularly with concerns about artificial intelligence replacing human workers.
After the ad was released, it was quickly met with harsh criticism, with some users pointing out the inconsistency of Apple’s previous flagship ads, which seemed to represent the future. dystopian.
Others expressed concern about the impact of artificial intelligence on creative fields. Actor Hugh Grant even called the ad “a destruction of the human experience.”
Tori Mehern, the company’s vice president of marketing communications, issued an apology, emphasizing Apple’s commitment to creativity and admitting that the company “didn’t deliver the desired message through the video.” this.”
The move is considered unfortunate for Apple, which is known for its unique advertising campaigns, such as the “1984” ad during the Super Bowl and the “Think Different” campaign.
“Creativity is a core part of Apple’s identity, and it’s extremely important to us to design products that empower creators around the world,” Myhern stressed via iPad. We made a mistake in this video , and we apologize for that.”
