2024-05-10 18:02:00
Apple has struck a nerve with a promotional 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 giant print. Then the press opens once more – and there’s an iPad inside.
However, many viewers were outraged by the destruction, even though it appeared to be computer generated. Criticism spread in online networks that the video crushed creativity tools. Actor Hugh Grant complained on the online platform X regarding Silicon Valley’s “destruction of the human experience”.
apple apologized and said they would refrain from broadcasting the ad on television. It is important for the company to design products for creative people, said Apple CEO Tor Myhren to the advertising magazine “Ad Age” on Thursday. “We missed the mark with this video and we apologize.”
CEO Tim Cook published the video on Tuesday to present the new iPad models at X and wrote, among other things: “Imagine all the things it will be used to make”.
In NASDAQ trading, Apple shares are now down 0.92 percent to $182.58.
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Image source: Vytautas Kielaitis / Shutterstock.com, TonyV3112 / Shutterstock.com, Andrey Bayda / Shutterstock.com
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