“We didn’t hit the mark with this video”: Apple addresses criticism of its latest iPad commercial and admits to errors, SPIEGEL reports. The response comes after widespread backlash.
In its most recent advertisement, Apple has admitted to overstepping boundaries and acknowledges a lapse in judgment. This admission follows reports from industry experts at Ad Age, who quote the company as saying: “Our intention is always to celebrate the diverse ways our users express themselves and bring their ideas to life on the iPad. We missed the mark with this video, and we apologize.” While Apple declined to comment directly, it directed attention to Ad Age’s report.
The advertisement features a large hydraulic press slowly crushing various objects, including musical instruments, toys, and books, while the upbeat song “All I Ever Need Is You” by Sonny & Cher plays in the background. Ultimately, only an iPad remains intact.
Tim Cook, Apple’s CEO, emphasizes the creative potential of the iPad, stating: “Just imagine the endless possibilities it offers.”The public response was swift and critical. Journalist Ben Mullin summarized the sentiment with the phrase “Everything you love, DESTROYED.” Filmmaker Justine Bateman directly questioned Apple, asking, “Seriously, what were you thinking?” Others criticized the ad for portraying the replacement of beautiful tools of human creativity with the latest technology. Actor Hugh Grant condemned the advertisement as representative of “the erosion of human experience, driven by Silicon Valley.”
