Apple has issued an apology following significant backlash from the artistic community over its latest iPad advertisement. The ad, which was intended to showcase the versatility and compact power of the iPad Pro, featured various musical instruments and creative tools—including a record player, a piano, and a drawing board—being crushed by a hydraulic press into the shape of the device.
The commercial, while aiming to highlight the iPad Pro’s capabilities as a multifunctional tool for creatives, was met with immediate criticism from artists and musicians who felt that the imagery of crushing instruments sent a disrespectful and unsettling message. In response to the uproar, an Apple marketing executive spoke to Ad Age, stating, “We missed the mark with this video, and we’re sorry.” The company expressed regret for the unintended interpretation of the ad and emphasized its deep respect for the artistic community.
This apology comes as Apple seeks to reinforce its relationship with creatives, who are a significant portion of the brand’s user base. The tech giant has historically positioned its products as essential tools for artistic and professional work, making the backlash particularly poignant. Moving forward, Apple has committed to more thoughtful and sensitive marketing approaches to better align with the values and tools cherished by its diverse audience.
