iPad Pro 2024 ad crushes creativity, literally, in Apple commercial
Critics slam Apple's ad for thinnest iPad as tone-deaf and insensitive towards creators, sparking controversy over its messaging
Sumit Rawat
Apple's latest advertisement for its thinnest-ever iPad, the iPad Pro 2024, has stirred controversy online. Netizens have expressed disappointment with the ad's message, accusing the tech giant of belittling creators and promoting wanton destruction.
The ad, initially shared by Apple CEO Tim Cook on X, showcases a large machine resembling a hydraulic press crushing various objects associated with creative expression, including guitars, pianos, paint jars, gaming consoles, sculptures, and books. These items are crushed to unveil Apple's latest iPad.
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
While the ad aims to portray the iPad Pro 2024 as a versatile tool for creators, many viewers interpreted it as tone-deaf and insensitive.
The backlash against the ad also considers the broader context of the increasing threat of AI to creative professions.
Apple's recent launch of the iPad Pro 2024 boasts features such as OLED screens and the powerful M4 chip, offering enhanced performance with a 16-core neural engine and doubled storage capacity.
