Apple Apologizes For Controversial IPad Pro Ads

JAKARTA - Apple Inc., apologized on Thursday 9 May after an advertisement for its latest iPad Pro model sparked criticism for displaying animations of musical instruments and other shattered symbols of creativity.

"Our goal is always to celebrate various ways users express themselves and bring their ideas to life through the iPad. We missed the target with this video, and we apologize," Apple said as quoted by VOI by Ad Age.

An Apple spokesperson declined to comment but directed questions to Ad Age's report.

The ad titled "Crush" has more than a million views on Apple's YouTube channel and shared by Apple CEO Tim Cook on social media platform X. The ad shows various creative tools and objects such as cameras, guitars, pianos and paints destroyed by industry destroyers.

Then the destroyer reveals a new iPad that has just been announced, symbolizing how many new, thinner models cover everything.

Online commentators criticized the ad as insensitive and an unwanted change from the company's historical brand position as nonconformist, man-friendly, and antidot drugs for a dystopian and colorless world.

In a post on X, actor Hugh Grant said the ad showed "the destruction of human experience of Silicon Valley politeness."

The Cupertino, California-based technology company announced the tablet on Tuesday 7 May with a new chip for artificial intelligence computing as they rush to pursue their Big Tech competitors in the race to dominate developing technology.

Apple said the iPad Pro, which is available for booking on Tuesday, has an upgraded screen and is "the longest Apple product ever."