Apple’s latest ad campaign for the iPad Pro has backfired in spectacular fashion, leaving the tech giant with egg (or perhaps paint) on its face.
The controversial ad, which features a hydraulic press ruthlessly pulverizing everything from paintbrushes to pianos, was supposed to celebrate the creative potential of the new tablet. Instead, it’s left viewers feeling more like they just witnessed a digital massacre.
A barrage of criticism flooded social media, with many accusing Apple of being tone-deaf and ironically, crushing human creativity with its focus on technology.
“This ad perfectly captures how these tech giants are squeezing the life out of creativity with their soulless AI machines,” one enraged commenter fumed.
Tech insiders piled on, with some suggesting the late Steve Jobs, known for his unwavering commitment to artistic expression, would have never greenlit such a campaign.
“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Tor Myhren, the company’s vice president of marketing communications, told Ad Age. “We missed the mark with this video, and we’re sorry.”
Apple will no longer run the spot on TV as previously planned, Ad Age reports — though it’s still available on the hardware giant’s YouTube channel (with the comments turned off).
