Apple apologises for crushing musical devices and books in ‘tone-deaf’ iPad Pro advert

Apple has apologised for its new iPad Pro advert the place it crushed cameras, books and musical devices, saying it “missed the mark”.

The advert – shared on-line by Apple chief govt Tim Cook – additionally featured inventive instruments similar to a file participant and a metronome being crushed in an industrial press.

It was meant to indicate off the wide selection of instruments that the thinnest ever iPad can be utilized for.

But the advert got here beneath fireplace, with actor Hugh Grant saying it confirmed the “destruction of the human experience. Courtesy of Silicon Valley”.

In an announcement, Apple’s vp of promoting communications Tor Myhren stated: “Creativity is in our DNA at Apple, and it is extremely vital to us to design merchandise that empower creatives all around the world.

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

Songwriter Crispin Hunt referred to as the advert “surprisingly tone-deaf” and stated Apple “previously enabled and championed creativity”.

Read extra:
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Adam Singer, from promoting expertise firm AdQuick, referred to as it the “(unintentional) perfect metaphor for today’s creative dark age”.

“Compress organic instruments, joyful/imperfect machines, tangible art, our entire physical reality into a soulless, postmodern, read-only device a multi-trillion dollar corporation controls what you do with,” he wrote on X.

Sales for iPads dropped 17% for January to March in comparison with the identical interval a yr in the past. The tablets at the moment account for simply 6% of the corporate’s gross sales.