Apple recently issued an apology following backlash from the creative community over a commercial promoting its new iPad Pro. The company’s Vice President of Marketing, Tor Myhren, admitted that they “missed the mark” with the advertisement, which was meant to highlight the product’s creative capabilities.
The commercial, titled “Crush!”, showcased various objects such as a piano, record player, and paint being crushed by a hydraulic press, leaving only the iPad Pro unscathed. While Apple intended to demonstrate the device’s durability and versatility, many creatives criticized the ad for its perceived insensitivity towards art and expression.
Notable figures such as actor Hugh Grant and director Reed Morano voiced their disapproval of the commercial, with Grant describing it as a “destruction of human experience” and Morano urging Apple CEO Tim Cook to “read the room.” The response from the creative community highlighted the importance of respecting and valuing artistic expression.
In his statement to AdAge, Myhren emphasized Apple’s dedication to fostering creativity and empowering artists worldwide. He acknowledged that the commercial failed to capture the essence of the iPad Pro as a tool for innovation and self-expression. Moving forward, Apple aims to ensure that its marketing initiatives align with the values of the creative community.
The controversy surrounding the iPad Pro commercial serves as a lesson for companies on the importance of understanding their target audience and respecting their values. While advertising plays a crucial role in promoting products, it is essential to approach it with sensitivity and empathy towards the diverse perspectives of consumers.
Overall, Apple’s apology for the controversial commercial reflects a commitment to listening to feedback and learning from mistakes. By acknowledging the misstep and expressing a desire to do better, the company demonstrates its willingness to prioritize the voices of the creative community. Through introspection and reflection, Apple can continue to evolve its marketing strategies to resonate with consumers in a meaningful and authentic way.