Apple Inc found itself in an unusual position as it issued an apology for an advertisement promoting its latest iPad Pro, which stirred discontent among creatives and customers alike. In a rare move, the tech giant announced that it would not proceed with airing the ad on television as originally planned.Backlash on social mediaThe advertisement, showcasing various creative tools like musical instruments and paint cans being crushed into an iPad, faced widespread criticism on social media platforms. The response marked a departure from the usual positive reception Apples marketing campaigns receive. Actor Hugh Grant even chimed in, denouncing the ad as promoting the destruction of the human experience.Heres the video:Meet the new iPad Pro: the thinnest product weve ever created, the most advanced display weve ever produced, with the incredible power of the M4 chip. Just imagine all the things itll be used to create. pic.twitter.com/6PeGXNoKgG— Tim Cook (@tim_cook) May 7, 2024Missed the markCritics argued that the ad clashed with Apples image as a champion of creativity, especially in an era dominated by artificial intelligence and amid increasing regulatory scrutiny. Tor Myhren, Apples vice president of marketing communications, acknowledged the misstep, emphasizing the companys commitment to empowering creatives worldwide.Netizen reactionsThe ads impact reverberated across social media channels, with users expressing disappointment and even disdain towards Apples portrayal of technology. Some felt the ad contradicted Apples ethos, while others found it depressing and unnecessary, prompting reflections on their relationship with technology.Unanswered questionsApples marketing strategies typically resonate positively with its audience, but this incident raised questions about the process behind the controversial ad. With conflicting reports on whether Apples in-house team or its agency was responsible, the episode underscored the importance of aligning marketing efforts with brand values.
