Apple faced severe backlash online after releasing a video of a huge hydraulic press crushing a collection of cultural and artistic artefacts and tools. Although the new device is impressively thin and powerful, the implication that humanity’s best creative tools can be destroyed and reimagined within the confines of 5mm was seen as inappropriate by many.
Tim, your advert has offended so many artists around the world who see the beautiful objects of their trade history being destroyed. You've really misjudged who your market is. I won't be buying @Apple again. Pull the ad and issue an apology.
— Ewan Morrison (@MrEwanMorrison) May 8, 2024
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” said Tor Myhren, Apple’s vice-president of marketing communications, in a statement sent to the trade publication Ad Age. “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.”
Many have remixed the ad by simply reversing it.
I think the ad would work much better if it was reversed. All the objects should be expanding out of the iPad rather than being crushed into it
— kepano (@kepano) May 8, 2024
made this edited version in five minutes (thanks iMovie!) pic.twitter.com/TZxzpuYzXu
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