Apple’s ‘disturbing’ new iPad announcement sparks online reactions

NEW YORK (AP) — A recently released ad promoting Apple’s new iPad Pro has caused quite a stir on the Internet.

The ad, released by the tech giant on Tuesday, shows a hydraulic press crushing nearly every creative instrument artists and consumers have used over the years, from a piano and a record player to piles of paint, books, cameras and art relics. arcade games. Result of the destruction? A new impeccable iPad Pro.

“The most powerful iPad ever is also the thinnest,” says a narrator at the end of the ad.

Apple’s intention seems simple: look at all the things this new product can do. But critics have called it tone-deaf, and several marketing experts noted that the campaign’s execution didn’t work.

“I had a really disturbing reaction to the announcement,” said Americus Reed II, a marketing professor at the Wharton School of the University of Pennsylvania. “I understood conceptually what they were trying to do, but… I think the way it was perceived is that here is technology crushing the life out of that kind of nostalgic joy (of times gone by).”

The announcement also comes at a time when many feel insecure or fearful of seeing their work or daily routines “replaced” by technological advances, particularly amid the rapid commercialization of generative artificial intelligence. And seeing beloved items smashed into oblivion doesn’t help curb those fears, Reed and others point out.

Several celebrities were also among the voices critical of the show “Crush!” from Apple. commercial on social media this week.

“The destruction of the human experience. Courtesy of Silicon Valley,” wrote actor Hugh Grant on social media platform X, in a repost of the announcement shared by Apple CEO Tim Cook.

Some found the ad to be a telling metaphor for today’s industry, particularly concerns about Big Tech’s negative impact on creatives. Filmmaker Justine Bateman wrote in X that the commercial “crushes the arts.”

Experts added that the commercial marked a notable difference from marketing seen by Apple in the past, which has often taken more positive or uplifting approaches.

“My initial thought was that Apple has become exactly what it never wanted to be,” said Vann Graves, executive director of the Brandcenter at Virginia Commonwealth University.

Graves pointed to Apple’s famous 1984 ad featuring the Macintosh computer, which he said focused more on elevating creativity and thinking outside the box as a unique individual. In contrast, Graves added, “this commercial (for the new iPad) says, ‘No, we’re going to take all the creativity in the world and use a hydraulic press to turn it into a device that everyone uses.'”

In a statement shared with Ad Age on Thursday, Apple apologized for the ad. The outlet also reported that Apple no longer plans to run the ad on television.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives around the world,” Tor Myhren, the company’s vice president of marketing communications, told Ad Age. “Our goal is always to celebrate the countless ways users express themselves and bring their ideas to life on iPad. We missed the mark with this video, and we’re sorry.”

Cupertino, California-based Apple unveiled its latest generation of iPad Pros and Airs earlier this week at a showcase that praised new features for both lines. The Pro has a new slimmer design, a new M4 processor for more processing power, slightly improved storage, and features dual OLED panels for a brighter, sharper display.

Apple is trying to stimulate demand for iPads after its tablet sales fell 17% from last year during the January-March period. After its debut in 2010 helped redefine the tablet market, the iPad has become a minor contributor to Apple’s success. It currently represents only 6% of the company’s sales.