Apple CEO Tim Cook recently posted an ad on social media that sparked controversy. The ad seemed to suggest that technology, represented by Apple’s new iPad Pro, was replacing human creativity and artistry. This didn’t sit well with many people online.
In response to the backlash, Apple’s VP of marketing communications, Tor Myhren, issued an apology through AdAge. He emphasized Apple’s commitment to fostering creativity and acknowledged that the ad missed the mark.
The ad itself depicted various symbols of human creativity being crushed by a hydraulic press, revealing the iPad Pro underneath. Many found this imagery unsettling, and some criticized it for glorifying the replacement of human ingenuity with technology.
Critics pointed out that the ad came at a time when there are concerns about AI taking over human jobs, including those in creative fields. Actor Hugh Grant even weighed in, describing the ad as representing “the destruction of the human experience.”
As a result of the backlash, Apple decided not to air the ad on TV. However, it remains posted on Tim Cook’s social media account. This apology from Apple is unusual, as the company typically stands by its marketing decisions.
