A video of musical instruments being crushed in a press has sparked outrage on social media. What was actually intended as an advertisement for the new tablet ended with an apology from Apple.
The tech company Apple has apologized for an advertising clip for its new tablet model. While the video was intended to spectacularly emphasize the diverse capabilities of the more powerful Pro model in the tablet series, it sparked outrage among many users on social media.
In the promotional clip, a gigantic press can be seen crushing musical instruments such as a trumpet and a piano, as well as paint pots, cameras, a sculpture and a video game machine, among other things. Then the press opens again – and there is an iPad inside.
Hugh Grant also criticizes destruction
Many viewers criticize the destruction of the video, even if it appeared to be computer-generated. Finally, online networks said that the video crushed tools of creativity. Actor Hugh Grant – known from films such as “Wonka” and “Notting Hill” – also complained on the online platform X about Silicon Valley’s “destruction of the human experience”.
Advertising shouldn’t be on TV
Apple then apologized. The company announced that it would not broadcast the advertising clip on television. It is important for the group to design products for creative people, said Apple manager 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 on Tuesday to present the new iPad models on X and wrote, among other things: “Imagine all the things it will be used to create.”