Berlin. Actually, Apple just wanted to promote the new iPad. But the clip caused heavy criticism. Now the US company has drawn conclusions.
That backfired: for a new one iPad commercial Apple is getting a lot of attention right now – but not in a positive way. The video was actually supposed to show how many functions the new iPad has. Instead, however, the group received heavy criticism.
You can see one in the clip gigantic press under which various objects are crushed – from musical instruments such as a piano and a trumpet to a slot machine to cameras and paint pots. At the end of the video, the press opens again and presents the new iPad.
CEO Tim Cook had published the video on Tuesday to present the new iPad models on X (the former Twitter). He wrote: “Imagine all the things it will be used to create.”
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But it came to the users Advertising clip not good at all. They particularly criticized the destruction shown. “I’m not sure whether ‘wanton destruction of all the good and beautiful things in this world’ was really the mood you wanted to achieve with it,” writes one user on X. Another comments: “This is one of the worst advertisements that I have ever seen. Dark, dystopian, completely out of character.”
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Prominent voices have now also commented on the advertising clip – such as the British actor Hugh Grant, known from films such as “Wonka” and “Notting Hill”. He wrote on X: “The destruction of the human experience. Courtesy of Silicon Valley.”
Meanwhile has Apple apologized for the commercial and announced that it would not be shown 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.”
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