Apple recently released an advertisement for their latest iPad Pro, which has sparked a significant amount of controversy on social media platforms. The ad, which depicts a large hydraulic press crushing various creative tools and art pieces, aims to highlight the iPad Pro’s capabilities as a replacement for traditional creative mediums. However, the execution of this message has led to a divided response from the public, with many expressing unease and disappointment over the ad’s dystopian imagery.
The advertisement showcases a range of items being crushed, including paint cans, musical instruments, and even an arcade game. These items are replaced by the ultrathin iPad Pro, suggesting that the device can replace these traditional forms of creativity. While the ad’s intention may have been to demonstrate the iPad Pro’s versatility and power, the visual representation has left many viewers feeling uncomfortable and concerned.
Public reactions to the ad have been mixed, with some expressing their disappointment and unease on social media platforms
Totally agree, and I’ve been an Apple fanboy since the 80s. Actually tuned my stomach, I had a proper feeling of revulsion toward that advert. Lord knows what they were thinking. It’s a shame too as that new iPad Pro is an incredible bit of kit!
— Caspar Field (@casparfield) May 8, 2024
Can’t recall the last time I saw a promo that so immediately and completely turned me against the product it was supposed to be selling. Catastrophically awful. Genuinely dystopian. Holy shit. https://t.co/NLbiCG4MXh
— Chris Schilling (@schillingc) May 8, 2024
Despite the divided public response, the ad has certainly caught the attention of the online community, with many users discussing the implications of the imagery and the message it conveys. The controversy surrounding the ad highlights the challenges companies like Apple face when attempting to create provocative and memorable advertisements while also maintaining a positive brand image.
Apple’s latest iPad Pro ad has definitely generated a significant amount of discussion and debate on social media platforms. Regardless of people’s opinion on the ad, it has undoubtedly sparked conversation and raised questions about the role of technology in creativity and the arts.
Watch the ad here:
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024