Apple recently issued an apology for its latest ad campaign showcasing the new iPad Pro. The ad featured a hydraulic press brutally crushing objects symbolizing human creativity: a piano, a record player, books, a vintage video game, paint cans, and even a face emoji. The new iPad Pro emerged from the press at the end.
This ad backfired on social media. Many found it destructive and disrespectful. Social media users dubbed it the “Crush Ad” and criticized it for symbolizing the tech industry’s destruction of traditional art forms.
Concerns about job displacement due to Artificial Intelligence (AI) fueled the negative reception. Viewers interpreted the crushing imagery as a metaphor for the destruction of human creativity in the face of technological advancement.
Reactions on Social Media:
The ad garnered criticism on X platforms where Apple CEO Tim Cook had posted it. Here are some notable comments:
Hollywood actor Hugh Grant: “The destruction of the human experience. Courtesy of Silicon Valley.”
Ed Solomon (Men in Black screenwriter): “Who needs human life and everything that makes it worth living? Dive into this digital simulacrum and give us your soul. Sincerely, Apple.”
A general user comment: “I can’t relate to this video at all. It lacks any respect for creative equipment and mocks the creators.”
Also Read:Apple Stores in India Thrive in FY2023-24 with Rs 190 crore to Rs 210 revenue: Report
Apple’s Apology:
Apple responded to the backlash with an apology in a statement to Ad Age.
“Our goal is always to celebrate the ways users express themselves and bring their ideas to life through iPad,” said Apple marketing VP Tor Myhren. “We missed the mark with this video, and we’re sorry.”
The ad will reportedly not run on TV but will remain on YouTube for now. Apple hasn’t confirmed if they’ll remove it from YouTube as well.
Conclusion:
Apple’s “Crush Ad” sparked controversy, similar to past campaigns like the Peloton holiday ad or the Kendall Jenner Pepsi ad. The fear of AI replacing human jobs likely contributed to the negative reaction towards the ad’s destructive imagery.
