Apple wanted to show off its new Ipad Pro, the thinnest product it has ever made, by crushing a variety of instruments, books, arcade games, mailings and other artistic and creative tools and expressions in a hydraulic press. When the press is lifted, only the new iPad remains.
Apple CEO Tim Cook proudly showed off the new commercial at X 7 May, but already on 9 May the company chose to go out and apologize to the industry website Ad Age.
The reason is that many will have read the commercial as the technology giant crushing the creative industry, and this has triggered strong criticism.
– Creativity is in our DNA at Apple and it is incredibly important for us to design products that empower creative people, says the marketing director Tor Myhren at Apple in a statement to Ad Age.
– Our goal is always to celebrate the countless ways our users express themselves and bring their ideas to life with the help of an iPad. We missed this film and we apologize for that.
According to Ad Age, Apple no longer has any plans to show the new commercial on TV, but it is still available online.
Tags: Apple apologizes commercial missed mark
