NOS News•today, 10:50
A rare step by tech company Apple. The company is known for artistic and tone-setting commercials, but the latest commercial is no longer broadcast. The company says the advertisement misses the point and apologizes.
In the advertisement, instruments, TVs and mixing equipment are pulverized. Ultimately, there is one product left, the latest iPad. Apple CEO Tim Cook was immediately criticized when he published the advertisement https://twitter.com/tim_cook/status/1787864325258162239 shared. “It lacks any respect for creative equipment and mocks the creators,” says one. “The symbolism of crushing beautiful creative tools is an interesting choice,” says another.
Actor Hugh Grant describes the ad as “the destruction of the human experience, courtesy of Silicon Valley.”
In a statement to the American advertising website Ad Age, Tor Myhren, responsible for marketing at Apple, said he regretted the choice. “We missed the mark with this video, and we are sorry for that.”
Apple has close ties with the creative industries and Myhren refers to this in his statement. “Creativity is in our DNA and it is incredibly important to us to design products that creatives around the world can use.”
Apple executive Tim Cook has not deleted his message containing the advertisement. The message has now been seen more than 50 million times.
Tags: Apple crushing iPad commercials
