Apple apologizes for iPad ad with crushed piano

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“Missed target” – Apple apologizes for iPad advertising

Apple CEO Tim Cook

© Achmad Ibrahim / DPA

A few days ago, Apple CEO Tim Cook presented his company’s latest products. Including an impressive iPad Pro with a lot of performance. However, the corresponding commercial was not well received.

Apple has hit a nerve with an advertising clip for its new iPad model – just not in the way the company might have hoped. The video was intended to spectacularly emphasize the diverse capabilities of the more powerful Pro model of the tablet series: musical instruments such as a trumpet and a piano as well as paint pots, cameras, a sculpture and a video game machine are crushed in a gigantic press. Then the press opens again – and there is an iPad inside.

Actor Hugh Grant publicly criticizes Apple

However, many viewers were outraged by the destruction, even if it appeared to be computer-generated. Criticism spread in online networks that the video crushed tools of creativity. Actor Hugh Grant complained on the online platform X about Silicon Valley’s “destruction of the human experience”.

Apple apologized and said it would refrain from broadcasting the commercial on television. It is important for the company to design products for creative people, Apple manager Tor Myhren told the advertising magazine “Ad Age” on Thursday. “We missed the mark with this video and we are sorry.”

Video should showcase capabilities of the new iPad Pro

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.”

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