In this image taken from a video advertisement, a hydraulic press crushes an array of creative instruments .The newly-released ad promoting Apple's new iPad Pro has struck quite a nerve online.
Apple's recent advertisement for the new iPad Pro has stirred controversy online. Released by the tech giant on Tuesday, the ad depicts a hydraulic press crushing various traditional creative tools, ultimately revealing the sleek new iPad Pro.
Despite its intended purpose of showcasing the device's capabilities, critics have deemed the ad tone-deaf. Marketing experts, including Americus Reed II from The Wharton School, express discomfort with the message, perceiving technology as usurping nostalgic joy.
This sentiment resonates amid growing apprehension surrounding technological advancements, particularly with the rise of generative artificial intelligence. The destruction of cherished items in the ad exacerbates these fears, leading to widespread criticism, even from celebrities like Hugh Grant. Filmmaker Justine Bateman interprets the ad as symbolic of big tech's adverse effects on creativity, a departure from Apple's typically positive marketing strategies.
Vann Graves, executive director of the Virginia Commonwealth University's Brandcenter, contrasts the ad with Apple's iconic 1984 Macintosh commercial, which celebrated individuality and creativity. In response to the backlash, Apple issued an apology to Ad Age, acknowledging the ad's misalignment with their values of celebrating creativity. Consequently, the company has decided against airing the ad on TV. Meanwhile, Apple introduced its latest iPad Pro and Air models, boasting new features aimed at revitalizing sales amidst a declining market share. The Pro model offers a thinner design, enhanced processing power with the new M4 processor, slightly improved storage, and incorporates dual OLED panels for a brighter display.
Apple's efforts to boost iPad demand come in the wake of a 17% decline in tablet sales during the January-March period. Despite its groundbreaking debut in 2010, the iPad now contributes only 6% to Apple's overall sales.
