Apple’s new iPad ad has struck a nerve online. Here’s why

NEW YORK (AP) — A newly released ad promoting Apples The new iPad Pro has struck a chord online.

The announcement, which was released by the tech giant on Tuesday, shows a hydraulic press crushing just about every creative instrument artists and consumers have used over the years — from piano and record player to piles of paint to books , cameras and arcade game relics. Result of the destruction? A flawless new iPad Pro.

“The most powerful iPad ever is also the thinnest,” a narrator says at the end of the ad.

Apple’s intention seems simple: look at everything this new product can do. But critics called it tone-deaf — with several marketing experts noting that the campaign’s execution fell short.

“I had a really troubling reaction to the ad,” said Americus Reed II, a professor of marketing at the Wharton School of the University of Pennsylvania. “I understood conceptually what they were trying to do, but…I think the way it happened is technology is crushing the life out of that sort of nostalgic joy (of olden days).”

The announcement also comes at a time when many are feeling uncertain or afraid about their jobs or daily routines. “replaced” by technological advances – particularly in the context of the rapid commercialization of generative artificial intelligence. And seeing beloved objects fall into oblivion doesn’t help assuage those fears, Reed and others note.

Several celebrities were also among the critical voices of the “Crush! » from Apple. commercial on social networks this week.

“The destruction of the human experience. Courtesy of Silicon Valley, actor Hugh Grant wrote on social media platformin a repost of Apple CEO Tim Cook’s post share the ad.

Some found the ad to be a telling metaphor for today’s industry – particularly concerns about big tech’s negative impact on creatives. Filmmaker Justine Bateman written the that advertising “crushes the arts”.

Experts added that the ad marked a notable difference from the marketing Apple has seen in the past – which often took more positive or uplifting approaches.

“My first thought was that Apple had become exactly what it never wanted to be,” said Vann Graves, executive director of the Brandcenter at Virginia Commonwealth University.

Graves highlighted Apple’s famous advertisement from 1984 introducing the Macintosh computer, which he says focuses more on creativity and thinking outside the box as a unique individual. In contrast, Graves added, “This (new iPad ad) says, ‘No, we’re going to take all the creativity in the world and use a hydraulic press and turn it into one device that everyone uses.’ »

In a report shared with Ad Age On Thursday, Apple apologized for the ad. The media also indicated that Apple no longer plans to broadcast the spot on television.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to build products that empower creatives around the world,” Tor Myhren, the company’s vice president of marketing communications, told Ad Age. “Our goal is to always celebrate the myriad ways people express themselves and bring their ideas to life through iPad. We missed the point with this video and we are sorry.

Apple, based in Cupertino, California unveiled its latest generation of iPad Pro and Airs earlier this week, in a showcase touting the new features of both ranges. The Pro sports a new slimmer design, a new M4 processor for increased processing power, slightly improved storage, and incorporates dual OLED panels for a brighter, sharper display.

Apple is trying to boost demand for the iPad after its tablet sales plunged 17% from last year in the January-March period. After its 2010 debut helped redefine the tablet market, the iPad became a minor contributor to Apple’s success. It currently represents only 6% of the company’s turnover.