Apple has struck a nerve with a promotional clip for its new iPad model — just not in the way the company had hoped. There was a lot of criticism on the internet and Apple literally found itself in a shitstorm.
The American company apologized and now does not want to show the video on television. The clip was actually intended to emphasize the robustness of the Pro model of the tablet series: musical instruments such as a trumpet and a piano are crushed in a press. Then the press opens again – there’s an iPad in there.
However, many viewers were outraged by the destruction, even though it appeared to be computer-generated. Criticism spread in online networks that the video crushed the creative tools. Actor Hugh Grant complained on the online platform X about Silicon Valley’s “destruction of the human experience.”
“We missed the target”
Apple apologized and said it would not air the commercial on television. It is important for the company to design products for creative people, Apple executive Tor Myhren told the advertising magazine ‘Ad Age’ on Thursday. “We missed the mark with this video and we are sorry.”
CEO Tim Cook published the video to present the new iPad models on Tuesday – krone.at reported – on X and wrote, among other things: “Imagine what kind of things will be made with it.”
Source: Krone
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