Apple apologizes for new iPad Pro ad, emphasizing that “innovation is Apple's root”

[ Gearbest Technology News]Apple has decided to withdraw its controversial iPad Pro “stress test” ad and publicly apologize for its neglect of artistic creative emotions.

At Apple's new product launch on Tuesday, the new generation iPad Air and iPad Pro series were officially launched, during which a promotional video for the new iPad Pro – “Under Pressure” was also inserted. This 60-second short film is presented in an alternative way: from paint tubes to guitars, and even toys and sculptures, various objects are subjected to the heavy pressure of a hydraulic press one by one, until the final scene switches, and an intact iPad Pro appears.

Screenshot of Apple promotional video

The advertisement was originally intended to highlight the powerful functions contained in Apple's thinnest product in history, but it unexpectedly touched the sensitive nerves of many creative workers and was interpreted as a metaphor for the suppression of humanistic creativity by technological power.

In view of this, Apple announced the cancellation of the TV broadcast plan for the advertisement. “Innovation is at the root of Apple, and we are committed to designing products that inspire the potential of creative people around the world.” Tor Myhren, Apple's senior vice president of marketing communications, mentioned in a statement to Advertising Age. “Our original intention was to celebrate how users use iPad to express themselves and turn inspiration into reality. This time, we obviously did not accurately convey this concept, and we deeply regret it.”

Looking back at the iPhone 15 launch event in September last year, Apple was also criticized for a five-minute environmentally themed sketch. It was originally intended to showcase its environmental protection efforts, but it was clumsy and lengthy, and received poor feedback from most viewers.

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