Apple’s new ad for its iPad Pro has stirred controversy and backlash from viewers. The ad, posted by Apple CEO Tim Cook, showcases a time capsule for human creativity filled with various creative tools and items. As the ad progresses, a giant hydraulic press descends and crushes everything in the room before revealing the shiny new iPad Pro. While Apple may have been trying to capitalize on the trend of videos showcasing objects being crushed by hydraulic presses, many viewers found the destruction of the creative tools in the ad to be disrespectful and upsetting.
Some viewers expressed their disapproval of the ad on social media platforms, stating that it lacked respect for creative equipment and creators. Others commented that while they understood the message Apple was trying to convey about the iPad Pro being a powerful creative tool, the ad did not resonate with them and instead made them feel sad. Some suggested that the ad would have been more effective if it had focused on honoring and capturing the essence of the items being crushed rather than destroying them.
The negative reaction to the ad is not the first time a company’s marketing campaign has missed the mark with viewers. Examples like the Peloton holiday ad and the Kendall Jenner ad for Pepsi have also faced backlash in the past. The fear of technology replacing traditional forms of creativity and the negative effects of prolonged social media use have made consumers more wary of technology. Many viewers felt that the ad’s portrayal of technology as replacing meaningful experiences was tone-deaf and concerning.
The controversial Apple ad highlights the divide between technology enthusiasts and those who are skeptical of the impact of technology on society. While Apple may have intended to showcase the capabilities of the new iPad Pro, the ad ultimately left many viewers feeling uneasy and disappointed. The backlash serves as a reminder for companies to carefully consider the message they convey in their marketing campaigns, especially in a time where concerns about the role of technology in our lives are prevalent.
