“We are sorry…” says Apple over new ‘controversial’ iPad Pro ad

In a rather unusual move, the Cupertino-based tech giant issued an apology for a new ad released for the recently launched iPad Pro. The ad showed all kinds of creative tools — a piano, a record player, books, a vintage video game, and even cans of paint — getting brutally crushed in a hydraulic press. There was quite a furore over the ad as it was deemed ‘insensitive’. Now, Apple has issued an apology over the ad.

“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Apple marketing VP Tor Myhren told Ad Age. “We missed the mark with this video, and we’re sorry.”

The ad wasn’t appreciated by many as it depicted technology crushing the soul of creative tools. Also, the timing wasn’t appreciated at a time when there is fear about technology, especially AI, killing many jobs.

Hollywood actor Hugh Grant commented on the ad Apple CEO Tim Cook posted the ad on his X account and got a reply from Grant who said, “The destruction of the human experience. Courtesy of Silicon Valley.”