Apple is backtracking and apologizing after a new iPad Pro ad campaign went viral for all the wrong reasons.
Apple with bruises: Tech giant apologizes for new iPad ad
The ad, which debuted earlier this week on X (formerly Twitter) by Apple CEO Tim Cook, showed numerous items and tools associated with human creativity being destroyed by a hydraulic press. Items in the ad include cans of paint, musical instruments, cameras, arcade machines, metronomes, and books being destroyed by the massive hydraulic press, which eventually rises up to reveal the iPad Pro, which Apple bills as the thinnest and most powerful iPad ever.
Meet the new iPad Pro: the thinnest product we've ever made, the most advanced display we've ever made, with the incredible power of the M4 chip. Imagine what can be done with it. pic.twitter.com/6PeGXNoKgG
Cook's initial posting of the ad has since been met with comments and quote-tweets to the heavens. The campaign has received a lot of negative feedback online, with one user labeling it a "'reckless destruction of all that is good and beautiful in this world,'" and another claiming that the ad "convinced them that they need less technology in their lives."
