Screenshot YouTube / Apple
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Apple takes criticism for commercial - and apologises

Samuel Buchmann
10.5.2024
Translation: machine translated

"We missed the mark with this video and we're sorry," says Apple after an advert for the new iPad Pro caused outrage on social media.

At the presentation of the iPad Pro last Tuesday, Apple showed a commercial for the new tablet: A monstrous press squeezes creative tools such as musical instruments, colours and cameras. The result is the iPad Pro. Apple wanted to illustrate the creative possibilities of the tablet.

The production quality of the video is high as usual. But the content is not well received by creative professionals. "Hey Tim Cook, read the room, bro", writes director Reed Morano on X. Actor Hugh Grant criticised the adverts as "destroying the human experience".

The problem for the many critics on X is that the advert seems cynical. It could also be interpreted differently. For example, that Apple stifles creativity. Or as a symbol for the digitalisation and automation of art - at a time when artists see their existence threatened by artificial intelligence. Actors are fighting for their rights with strikes, game studios are cutting thousands of jobs and the music industry is fighting back against copyright infringements.

  • Background information

    Hollywood is now at a standstill: actors have joined the strike

    by Luca Fontana

Apple therefore apologises for the commercial. Head of Marketing Tor Myhren tells the magazine "Ad Age" that they missed the mark. "Creativity is in Apple's DNA and it's important to us to develop products that support creatives around the world," Myhren said. "Our goal is to honour 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." <p

Header image: Screenshot YouTube / Apple

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Samuel Buchmann
Senior Editor
Samuel.Buchmann@digitecgalaxus.ch

My fingerprint often changes so drastically that my MacBook doesn't recognise it anymore. The reason? If I'm not clinging to a monitor or camera, I'm probably clinging to a rockface by the tips of my fingers.

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