Apple’s latest advertisement for the new iPad Pro has sparked significant controversy and debate online. Released earlier this week, the ad shows a hydraulic press crushing various creative tools like pianos, cameras, books, and even arcade games, ending with the reveal of the new, thinner iPad Pro. While the message intended to highlight the iPad’s capabilities, many viewers found the commercial unsettling.
Critics, including marketing experts and celebrities, have described the ad as tone-deaf. Americus Reed II, a professor at The Wharton School, expressed discomfort with the ad’s message, suggesting it portrayed technology as crushing traditional forms of creativity and joy. This sentiment comes at a time when fears about technology replacing human roles, particularly due to advances in artificial intelligence, are already heightened.
Actor Hugh Grant and filmmaker Justine Bateman were among the high-profile individuals who voiced their concerns on social media. Grant critiqued the ad for representing “the destruction of the human experience” by Silicon Valley, while Bateman saw it as an attack on the arts.
This advertisement marks a departure from Apple’s usual uplifting marketing style. Vann Graves, from Virginia Commonwealth University, contrasted this ad with Apple’s iconic 1984 commercial, which celebrated individual creativity and innovation. He noted that the new commercial seemed to compress all creativity into one device, potentially undermining the diversity of creative expression.
The new iPad Pro, which was showcased earlier this week, features several improvements like a thinner design, a new M4 processor, enhanced storage, and dual OLED panels. Despite these advancements, Apple has experienced a 17% drop in iPad sales in the recent quarter, and this controversial ad might be an attempt to boost interest and demand for their latest product.
