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Apple’s New iPad Pro Ad Sparks Controversy and Criticism

Apple’s latest advertisement for its iPad Pro has stirred controversy and sparked backlash among viewers who feel it misses the mark. Shared by Apple CEO Tim Cook on social media, the ad attempts to showcase the iPad Pro’s power and versatility but has elicited strong negative reactions from audiences.

The minute-long ad begins with a nostalgic scene featuring various creative tools, including a metronome, record player, and arcade game, arranged on a metal slab in a warehouse-like setting. As the opening notes of Sonny & Cher’s “All I Ever Need Is You” play, a giant hydraulic press descends upon the items, crushing them in a dramatic fashion.

Following the destruction, the press rises to reveal a pristine iPad Pro, accompanied by a voiceover emphasizing its power and slim design. Cher’s rendition of the song closes the ad, intended to highlight the device’s capabilities.

While Apple may have aimed to capitalize on the trend of hydraulic press videos and underscore the iPad Pro’s prowess, many viewers felt the ad missed its mark. Criticisms flooded social media platforms, with some users expressing sadness and disappointment at the destruction of creative equipment and the apparent prioritization of technology over real-life experiences.

Commenters on various platforms questioned the ad’s tone and message, suggesting that it failed to capture the essence of creativity and instead conveyed a disregard for cherished tools and experiences. Some even suggested that the ad would have been more effective in reverse, celebrating and honouring the significance of the items destroyed.

The backlash underscores broader concerns about technology’s impact on society and the growing unease surrounding its role in our lives. As discussions around automation and social media’s effects gain prominence, consumers are increasingly wary of narratives that seem to prioritize technology at the expense of human experiences.

Apple has yet to respond to requests for comment on the ad’s reception, but the strong negative reaction highlights the challenges companies face in crafting advertisements that resonate positively with audiences in an increasingly sceptical landscape.

Watch the advert below.

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