Apple has apologized for a controversial commercial for the recently released iPad Pro, which faced strong criticism from creatives. The ad showed various creative tools, such as a piano and a camera, being crushed by a machine, prompting an immediate reaction online.

Earlier this week, Apple launched its new iPad Pro (2024), boasting its thin design and powerful M4 chip in a promotional video on YouTube and on CEO Tim Cook's social media account.

However, following the backlash, Apple reportedly decided not to air the commercial on TV AdAge. The intention behind the ad was to show the creative potential of the latest iPad Pro, highlighting its thinness at just 5.1 millimeters.

However, many viewers interpreted it differently, seeing it as a symbolic representation of technology erasing human creativity, especially with concerns about AI replacing human workers.

The internet quickly responded with criticism, with some users pointing out the irony of previous iconic Apple ads, such as the 1984 ad, now appearing to depict a dystopian future.

Others have expressed concern about the impact of AI on creative fields. Actor Hugh Grant even called the ad “the destruction of the human experience.”

Regarding the announcement, Apple's vice president of marketing communications, Tor Myhren, apologized, emphasizing Apple's commitment to creativity and acknowledging that they missed the mark with video.

This misstep was unusual for Apple, known for its famous advertising campaigns, such as the “1984” Super Bowl ad and the “Think Different” campaign.

In an exclusive statement a AdAgeTor Myhren, Apple's vice president of marketing communications, stated:

Creativity is in our DNA at Apple, and it's very important to us to design products that empower creatives around the world. Our goal is to always celebrate the myriad ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video and we're sorry.


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