When Apple launched a new commercial for its thinnest-ever iPad Pro, the company likely aimed to spark excitement and showcase its latest innovation in a bold, creative light.
The 68-second spot titled “Crush!” portrayed various items – from musical instruments to books and cans of paint – being compressed under a hydraulic press, aimed to symbolically represent the depth of creative possibilities packed into the sleek gadget.
However, the execution didn’t sit well with a wide array of viewers, eventually compelling Apple to publicly apologize.
Criticism amplified by prominent figures
The ad first appeared during the unveiling of the new iPad Pro model and was initially shared by Apple CEO Tim Cook on his X account (formerly known as Twitter). The post quickly garnered attention, amassing over 15,000 comments, many of which expressed discontent and confusion over the narrative choice. The creative direction, meant to highlight the iPad’s capabilities metaphorically, was perceived by some viewers as a misstep in visual messaging, leading to a broader discussion about the appropriateness and impact of the advertisement.
In response to the growing criticism, Apple’s vice president of marketing communications, Tor Myhren, admitted to the misjudgment in an interview with Ad Age. Myhren expressed that creativity forms a core part of Apple’s ethos and that their objective has always been to celebrate and empower creatives globally through their products. By acknowledging that the ad “missed the mark,” Apple aimed to reaffirm its commitment to supporting its user’s creative journeys without overshadowing it with potentially misleading or controversial marketing.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
The controversy surrounding the iPad Pro’s commercial wasn’t limited to general public feedback. High-profile critiques also surfaced, adding significant weight to the discourse. British actor Hugh Grant, known for his vocal opinions on various matters, critiqued the ad on social media, labeling it as “the destruction of the human experience,” attributing it to a broader critique often aimed at Silicon Valley’s approach to technology and creativity. This perspective resonated with a segment of the audience who view the rapid advancement and integration of technology, such as generative AI, as potentially subtractive from human artistic endeavors.
Moreover, comments directly on Tim Cook’s post reflected a spectrum of interpretations. One user expressed dismay by pointing out that the commercial, intended to elevate the notion of creativity, actually depicted the destruction of creative tools. Another commenter mentioned the ad had the counter-effect of making them want to detach from technology altogether – an unintended outcome for a company that prides itself on creating devices that enhance daily life and professional productivity.
These prominent reactions underscored the ad’s contentious reception, prompting a wider evaluation of how technology companies represent their products and the underlying messages they communicate through such mediums.
What comes next: Apple’s revised approach
Realizing the potential long-term implications of the misstep, Apple decided to withdraw the ad from planned TV broadcast schedules, though it remains accessible on their YouTube channel, where it has now been viewed over a million times. This decision indicates Apple’s acknowledgment of the ad’s divisive nature and its sensitivity to public perception, particularly from a brand that is typically celebrated for its effective and often aspirational marketing strategies.
The company has initiated a more scrutiny and revised approach towards its future advertisements. This includes ensuring that the ads faithfully reflect the capabilities of the products without creating ambiguity about their usage. Apple’s reaction to the feedback, characterized by prompt acknowledgment and adjustment, reflects an agility to adapt and refine its communication strategies, a necessity in the ever-evolving landscape of global technology consumption and critique.
In essence, Apple’s retraction and reconsideration of the iPad Pro commercial signal a broader commitment to maintaining trust and authenticity with its audience. As Apple moves forward, the incident offers a crucial learning point on balancing creative ambition with clear and reliable communication in advertising. This serves not only to uphold the integrity of their marketing but also to fortify consumer relationships in an increasingly discerning market.
Featured image credit: cottonbro studio / Unsplash
