Apple Issues Apology Over Controversial iPad Pro Ad Celebrating Creativity Amid Backlash

Apple has issued an apology, acknowledging that it “missed the mark” with its recent iPad Pro advertisement, following widespread criticism from internet users.

The ad, shared on social media by Apple CEO Tim Cook on Tuesday, faced backlash for its portrayal of technology’s impact on human creativity and art.

In a statement to AdAge, Tor Myhren, Apple’s vice president of marketing communications, expressed regret over the ad. “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Myhren said. “We missed the mark with this video, and we’re sorry.”

While Apple confirmed the statement provided to AdAge, further comments were not provided.

The ad featured symbols of human creativity being crushed by a giant hydraulic press, revealing the new iPad Pro. Despite Cook’s accompanying post highlighting the device’s features, internet users criticized the ad’s symbolism and its implications for creativity and technology.

Reacting to the backlash, some social media users questioned the ad’s choice of imagery, while others expressed concerns about the potential impact of AI on creative fields. Actor Hugh Grant described the ad as representing “the destruction of the human experience.”

In response to the criticism, Apple has decided not to air the ad on TV, as reported by AdAge.

While the company rarely issues apologies, this move reflects its acknowledgment of the ad’s controversial nature, although the video remains on Cook’s X account without deletion.