Controversy Surrounds Apple’s New iPad Pro Ad: Critics Call it Tone-Deaf and Destructive

The recent ad released by Apple promoting their new iPad Pro has sparked controversy and criticism online. The ad features a hydraulic press crushing various creative instruments, only to reveal a pristine new iPad Pro at the end. While Apple’s intention was to showcase the capabilities of their new product, many have found the ad tone-deaf and unsettling.

Marketing experts and celebrities alike have voiced their concerns about the ad, with some calling it a metaphor for the negative impact of big tech on creativity. The commercial, which marks a departure from Apple’s usual uplifting marketing approach, has been met with backlash for its portrayal of technology replacing traditional forms of creativity.

In response to the criticism, Apple issued an apology for the ad and announced that they will no longer run it on TV. The company emphasized their commitment to empowering creatives and celebrating diverse forms of expression through their products.

Despite the controversy surrounding the ad, Apple unveiled its latest generation of iPad Pros and Airs earlier this week, highlighting new features and improvements to the devices. The Pro model boasts a thinner design, a new M4 processor, upgraded storage, and dual OLED panels for a better display. Apple is aiming to boost demand for iPads after a decline in sales, as the tablet market has become a smaller part of the company’s overall success.