On May 7, Apple released a new ad for its latest iPad Pro, which was met with waves of negativity on social media. Not for the device’s features, mind you, but for the company’s decision to show the destruction of numerous creative tools in the ad, which many found disrespectful.
Apple with bruises: Tech giant apologizes for new iPad ad
And not just disrespectful. Users responding to Apple CEO Tim Cook, who shared the ad on X (formerly Twitter) on Tuesday, had a lot to say about it, but not much of it was good. One user called it a “heartbreaking, uncomfortable, and selfish ad,” adding that he now feels ashamed to buy and own Apple products.
“The symbolism of indiscriminately crushing wonderful creative tools is an interesting choice,” said Epic Games’ Animation Programmer Kiaran Ritchie. Many others reacted negatively to the ad, though Apple has yet to respond.
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
