On April 17, 2024, Apple CEO Cook waved to reporters after meeting with Indonesian President Joko Wido at the Presidential Palace in Jakarta, Indonesia.
Willy Kurniawan | Reuters
apple Apple on Thursday took the unusual step of apologizing for a short commercial promoting the company’s new iPad Pro tablet after the ad was heavily criticized on social media.
“Our goal is to always celebrate the many ways users can express themselves through iPad and bring their ideas to life,” said Tor Myhren, Apple’s vice president of marketing. tell ad age, an advertising trade publication. “Our film didn’t hit the mark and we’re sorry.”
Apple CEO Tim Cook posted the ad on X (formerly Twitter) on Tuesday. Apple also posted it on YouTube. It showcases a variety of creative tools, including guitars, pianos and metronomes, being squeezed by a hydraulic crusher – just like in a recent viral TikTok video – until all objects are compressed onto the company’s new tablet middle.
Advertising Age said Apple also decided not to run the ad on television.
The ad sparked derision, including widespread media coverage, as viewers said it made Apple look out of touch with reality, and many said the destruction of creative tools offended them.
some apple critics claim Rather than spreading Apple’s marketing message for free, the negative reaction to the ad showed that the company was draining customer goodwill. Apple is a major advertiser and has historically had close ties with its longtime ad agency TBWA\Media Arts Lab, although it also does some ad development in-house.
This isn’t the first Apple iPad ad to upset some customers in recent years. In 2018, someone said Annoyed by iPad Pro ads One of the kids asked, “What is a computer?”
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