Apple has really missed the mark with an advertisement for a new iPad. It shows how a huge hydraulic machine crushes a trumpet, piano and all kinds of other creative objects. The device is intended to represent the world’s most powerful and fastest iPad. “This ad has overshot its target,” Apple admits.
Apple launched a new iPad this week. The company’s CEO, Tim Cook, shared an advertisement on social media to promote this ‘world’s most powerful iPad’.
Objects crushed
The ad begins with a collection of objects – from a globe to a metronome and various games and musical instruments – topped by a steel plate. The plate slowly moves downward, crushing everything in view. Then the iPad appears.
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There have been comments about the advertisement on social media in recent days. Many people see it as a metaphor for everything that tech companies destroy. Actor Hugh Grant, for example, wrote on X that the ad “symbolizes Silicon Valley’s destruction of the human experience.”
‘Creativity is in our DNA’
American filmmaker Justine Bateman also expressed criticism. “Why is Apple making an ad that destroys art?” she wrote. Paul Graham, a well-known tech investor, wrote on X that former Apple CEO Steve Jobs would never have approved the ad. “It hurt his eyes,” Graham said.
After the criticism, Apple also realized that the ad did not have the right tone. “Creativity is in our DNA,” the tech company writes. “Our goal is for people to bring their ideas to life through the iPad. This ad has missed its mark, we are sorry.”
Although the ad will continue to appear on CEO Cook’s X account, the video will now not appear on TV.
