Apple under fire. He apologizes for the controversial spot. “We missed”

Apple apologized Thursday for a new iPad Pro ad that was met with heavy criticism. – Creativity is in our company’s DNA and it’s important to us that we create products that help creators around the world express themselves and create new ideas using iPad. We missed the mark with this video and we apologize for it, said Apple’s vice president of communications, Tor Myrhen

Apple released a controversial spot. Now he apologizes

New Apple devices, including the iPad Pro, premiered on Tuesday. On this occasion, a promotional video was published in which a giant hydraulic press destroys a number of musical instruments, devices and other items associated with art, entertainment and broadly understood creativity. For advertising purposes, among others, a piano, a record player, a metronome, a video game machine, a sculpture, paints, a trumpet and a guitar amplifier.

Artists outraged by Apple’s advertising

Many people were offended by the destruction of the instruments. Artists were particularly affected because they felt that the ad depicted the devastation of the cultural industry by the technology industry. “Destruction of human experience. Courtesy of Silicon Valley” – he fumed, among others. actor Hugh Grant on X

Asif Kapadia, the producer, director and screenwriter of such documentaries as “Diego” and “Amy”, has a similar opinion. “This is the honestest metaphor for what tech companies do with art, artists, musicians, creators, writers, filmmakers: squeeze them, use them, don’t pay well, take everything, and then say they created it all,” he wrote on social media .

Due to the controversial idea for the ad, Apple withdrew from broadcasting it on television. However, the spot with the destruction of artistic objects is still available on the Internet.