Apple Apologizes for Controversial iPad Pro Ad: Celebrities, Users Criticize Destructive Imagery

United States of America
Actor Hugh Grant was among those who criticized the ad on social media
Ad showed hydraulic press crushing creative tools and a human head sculpture
Apple apologizes for controversial iPad Pro ad
Apple's vice president of marketing communications issued an apology stating that 'Creativity is in our DNA at Apple'
Critics saw it as offensive to the creative industry and a dystopian vision of technology crushing creativity
The controversy comes amid growing concerns about AI replacing jobs and income inequality
Apple Apologizes for Controversial iPad Pro Ad: Celebrities, Users Criticize Destructive Imagery

Apple Apologizes for Controversial iPad Pro Ad

Apple has issued an apology after its latest iPad Pro advertisement received backlash from internet users and celebrities alike. The ad, which was posted on social media by Apple CEO Tim Cook on May 7, 2024, showed a hydraulic press crushing various creative tools such as musical instruments, paint cans, and even a human head sculpture. The ad was intended to highlight the thinness and power of the new iPad Pro but was met with criticism for its destructive imagery.

Many viewers saw the ad as offensive to the creative industry amid growing concerns about AI replacing jobs in creative fields. Actor Hugh Grant took to social media, writing, “The destruction of the human experience. Courtesy of Silicon Valley.” Other critics compared it to a dystopian vision of technology crushing creativity.

In response to the backlash, Apple's vice president of marketing communications, Tor Myhren, issued a statement to AdAge apologizing for the ad. “Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world. Our goal is always to celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Myhren said. “We missed the mark with this video, and we're sorry.”

Apple confirmed that it no longer plans to run the ad on TV.

The controversy is not the first time Apple has faced criticism for its advertising. In 2019, a controversial ad for its AirPods Pro was criticized for being racially insensitive. The company later apologized and pulled the ad.

Apple's apology comes as tech companies face increasing scrutiny over their impact on society and the economy. Many argue that technology is replacing jobs in various industries, including creative fields, leading to concerns about unemployment and income inequality.

The incident highlights the importance of careful consideration when creating advertisements. Apple's misstep serves as a reminder that even well-intentioned ads can be perceived negatively if they do not align with the values and sensitivities of their audience.


Article Image
Article Image
Article Image
Article Image
Article Image
Article Image
Article Image
Article Image
Article Image
Article Image

Confidence

91%

Doubts
  • Did Apple intentionally create the ad with destructive imagery to generate buzz?
  • Was the backlash truly representative of public opinion or just a vocal minority?

Sources

94%

The overall score is a weighted number that takes into account conflict of interest, bias, deception and other practices that undermine the credibility of the source. It is calculated as:
(Site Conflicts Of Interest + Author Conflicts Of Interest) / 2.0 * 0.2 + ArticleBiasScore * 0.20 + UniquePointsScore * 0.05 + DeceptionScore * 0.20 + ReadabilityScore * 0.05 + FallacyScore * 0.20

A score that takes into consideration the content for flow, interruptions with ads, and overt search engine optimization techniques that makes the content hard to understand

Apple apologizes for iPad Pro ad that ‘missed the mark’

Ad Age Thursday, 09 May 2024 19:37
  • Unique Points
    • Apple apologized for a new iPad Pro commercial that received criticism for depicting creative tools being destroyed by an industrial crusher.
    • Many viewers saw it as offensive to the creative industry amid concerns about AI.
    • Apple’s VP of marketing communications, Tor Myhren, issued an exclusive statement apologizing for the ‘Crush’ spot and expressing Apple’s commitment to empowering creatives with its products. The video had not received any paid media at the time.
    • Plans for a TV run have been scrapped.
  • Accuracy
    • The commercial was intended as a metaphor to suggest the creative potential of the latest iPad Pro and its thinness.
    • Apple's VP of marketing communications issued an apology stating that the company's goal is to celebrate the myriad ways users express themselves and bring their ideas to life through iPad.
  • Deception (100%)
    None Found At Time Of Publication
  • Fallacies (95%)
    The author is reporting on Apple's apology for an advertisement that was perceived as depicting creativity being crushed by technology. The author does not make any fallacious statements or appeals to authority in the article. However, there are some instances of inflammatory rhetoric used by the creative industry and quoted in the article, which could be seen as an appeal to emotion but is not a fallacy on the part of the author.
    • Many viewers had a more chilling interpretation, seeing the spot as a grim representation of technology crushing the history of human creativity—something the creative industry is already existentially worried about with the rise of AI.
  • Bias (100%)
    None Found At Time Of Publication
  • Site Conflicts Of Interest (100%)
    None Found At Time Of Publication
  • Author Conflicts Of Interest (0%)
    None Found At Time Of Publication

98%

The overall score is a weighted number that takes into account conflict of interest, bias, deception and other practices that undermine the credibility of the source. It is calculated as:
(Site Conflicts Of Interest + Author Conflicts Of Interest) / 2.0 * 0.2 + ArticleBiasScore * 0.20 + UniquePointsScore * 0.05 + DeceptionScore * 0.20 + ReadabilityScore * 0.05 + FallacyScore * 0.20

A score that takes into consideration the content for flow, interruptions with ads, and overt search engine optimization techniques that makes the content hard to understand

Apple Apologizes for Dystopian Ad That Literally Crushes Art Tools

Rolling Stone Magazine Charisma Madarang Friday, 10 May 2024 00:00
  • Unique Points
    • Apple apologized for running an iPad Pro advertisement that showed creative tools being crushed by a hydraulic press.
    • Many viewers saw it as offensive to the creative industry amid concerns about AI.
    • Actor Hugh Grant criticized the ad on social media as 'the destruction of the human experience. Courtesy of Silicon Valley.'
  • Accuracy
    • Apple apologized for a new iPad Pro commercial that received criticism for depicting creative tools being destroyed by an industrial crusher.
    • The commercial, created in-house and unveiled on Tuesday, was intended as a metaphor to suggest the creative potential of the latest iPad Pro and its thinness (5.1 millimeters), but was interpreted as a grim representation of technology crushing creativity.
  • Deception (100%)
    None Found At Time Of Publication
  • Fallacies (100%)
    None Found At Time Of Publication
  • Bias (100%)
    None Found At Time Of Publication
  • Site Conflicts Of Interest (100%)
    None Found At Time Of Publication
  • Author Conflicts Of Interest (100%)
    None Found At Time Of Publication

82%

The overall score is a weighted number that takes into account conflict of interest, bias, deception and other practices that undermine the credibility of the source. It is calculated as:
(Site Conflicts Of Interest + Author Conflicts Of Interest) / 2.0 * 0.2 + ArticleBiasScore * 0.20 + UniquePointsScore * 0.05 + DeceptionScore * 0.20 + ReadabilityScore * 0.05 + FallacyScore * 0.20

A score that takes into consideration the content for flow, interruptions with ads, and overt search engine optimization techniques that makes the content hard to understand

Apple iPad Pro Commercial Criticized By Hugh Grant, Others

Variety Todd Spangler Wednesday, 08 May 2024 19:10
  • Unique Points
    • An Apple commercial for the new iPad Pro titled 'Crush' has ignited an angry backlash among many in Hollywood and other creative industries.
    • Actor Hugh Grant criticized the ad on social media as 'the destruction of the human experience. Courtesy of Silicon Valley.'
    • Producer, director, and writer Asif Kapadia said that the ad shows tech companies squeezing artists and creators while not paying well for their work.
  • Accuracy
    • The ad shows various objects, including musical instruments, books, and a record player, being crushed to represent the sleek form factor of the new iPad Pro.
    • Filmmaker Justine Bateman called out Apple CEO Tim Cook for promoting the ad with a similar incredulous reaction.
  • Deception (30%)
    The author does not directly make any deceptive statements in this article. However, the title and body of the article use emotional manipulation by implying that those in the creative industries are upset about the Apple iPad Pro commercial when in reality some individuals have expressed their opinions on social media. The author also engages in selective reporting by only mentioning negative reactions to the ad without providing any context or balance. Additionally, there is a lack of disclosure regarding sources quoted within the article.
    • Filmmaker Reza Sixo Safai shared a version of the iPad Pro ad running in reverse, commenting,
    • Producer, director and writer Asif Kapadia wrote,
    • An Apple commercial for the new iPad Pro tablet showing an industrial press literally crushing a TV, musical instruments, books and more ignited an angry backlash among many in Hollywood and other creative industries.
    • Actor Hugh Grant commented on X. Filmmaker and actor Justine Bateman had a similar incredulous reaction:
  • Fallacies (90%)
    The author does not make any explicit logical fallacies in the article. However, there are some implicit fallacies that can be identified. The author presents a series of reactions from people on social media who have criticized an Apple commercial for the new iPad Pro as a metaphor for the tech industry's destruction of cultural industries. The author does not challenge or question these reactions in any way, and by presenting them as fact without providing any counterarguments or evidence, he is committing the fallacy of appeal to popularity. Additionally, some of the reactions themselves contain inflammatory rhetoric that could be considered appeals to emotion. For example, Justine Bateman's statement 'Truly, what is wrong with you?' and Asif Kapadia's statement 'It is the most honest metaphor for what tech companies do to the arts, to artists musicians, creators, writers, filmmakers: squeeze them, use them, not pay well.' These statements are emotionally charged and do not provide any evidence or logical reasoning to support their claims. However, since these fallacies are implicit and not explicitly stated by the author himself, I cannot give a score of 100.
    • “The destruction of the human experience. Courtesy of Silicon Valley,” actor Hugh Grant
    • “Truly, what is wrong with you?” she said in quoting Cook’s post.
    • “Like iPads but don’t know why anyone thought this ad was a good idea. It is the most honest metaphor for what tech companies do to the arts, to artists musicians, creators, writers, filmmakers: squeeze them, use them, not pay well.” producer, director and writer Asif Kapadia
  • Bias (100%)
    None Found At Time Of Publication
  • Site Conflicts Of Interest (100%)
    None Found At Time Of Publication
  • Author Conflicts Of Interest (100%)
    None Found At Time Of Publication

100%

The overall score is a weighted number that takes into account conflict of interest, bias, deception and other practices that undermine the credibility of the source. It is calculated as:
(Site Conflicts Of Interest + Author Conflicts Of Interest) / 2.0 * 0.2 + ArticleBiasScore * 0.20 + UniquePointsScore * 0.05 + DeceptionScore * 0.20 + ReadabilityScore * 0.05 + FallacyScore * 0.20

A score that takes into consideration the content for flow, interruptions with ads, and overt search engine optimization techniques that makes the content hard to understand

Apple apologizes for poorly received iPad Pro ad

The Mercury News The Associated Thursday, 09 May 2024 23:50
  • Unique Points
    • Apple apologized for their iPad Pro advertisement
    • The ad was criticized for celebrating technology's destruction of human creativity and art
    • Actor Hugh Grant criticized the ad as representing ‘the destruction of the human experience’
    • Apple no longer plans to run the ad on TV
  • Accuracy
    No Contradictions at Time Of Publication
  • Deception (100%)
    None Found At Time Of Publication
  • Fallacies (100%)
    None Found At Time Of Publication
  • Bias (100%)
    None Found At Time Of Publication
  • Site Conflicts Of Interest (100%)
    None Found At Time Of Publication
  • Author Conflicts Of Interest (100%)
    None Found At Time Of Publication

100%

The overall score is a weighted number that takes into account conflict of interest, bias, deception and other practices that undermine the credibility of the source. It is calculated as:
(Site Conflicts Of Interest + Author Conflicts Of Interest) / 2.0 * 0.2 + ArticleBiasScore * 0.20 + UniquePointsScore * 0.05 + DeceptionScore * 0.20 + ReadabilityScore * 0.05 + FallacyScore * 0.20

A score that takes into consideration the content for flow, interruptions with ads, and overt search engine optimization techniques that makes the content hard to understand

Apple apologizes for its controversial iPad Pro ad

CNN News Site: In-Depth Reporting and Analysis with Some Financial Conflicts and Sensational Language Samantha Delouya Thursday, 09 May 2024 23:15
  • Unique Points
    • Apple apologized for its controversial iPad Pro advertisement that showed creative tools being crushed by a hydraulic press.
    • Actor Hugh Grant criticized the ad as representing 'the destruction of the human experience'.
    • Apple no longer plans to run the ad on TV.
  • Accuracy
    No Contradictions at Time Of Publication
  • Deception (100%)
    None Found At Time Of Publication
  • Fallacies (100%)
    None Found At Time Of Publication
  • Bias (100%)
    None Found At Time Of Publication
  • Site Conflicts Of Interest (100%)
    None Found At Time Of Publication
  • Author Conflicts Of Interest (100%)
    None Found At Time Of Publication