Apple issues apology statement over new iPad Pro ad, will not air it on TV

10 May 2024
Cupertino admitted that it "missed the mark with this video" and issued an official apology.

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  • 10 May 2024

Anton .el PAPI., 10 May 2024I don't see how offensive it is, starting with free wi... moreYou can do everything what a crappad does, and way more then that, with a real pc. If you do not see the problem, well, you probably are one of those that have no idea what tech is, owes everything apple, and thinks apple is the best, even tough he never used something else...

    • C
    • Carol
    • skK
    • 10 May 2024

    So apple finally shows their real intention and mentality via ads, and the they "apologieze" o make it seem they are actually ok, yet they still keep the ads because it represents what they actually are after: Dominance, monopoly.

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      • Anonymous
      • vaS
      • 10 May 2024

      abysswag, 10 May 2024Just saw it and frankly it is very insensitive .. There are... moreIt also looked stupid. In what universe do you have items on top get crushed first and do not affect the items below them?

        Just saw it and frankly it is very insensitive .. There are people out their who make their living dependent upon one of the things shown to be crushed in this ad .. This outrage is right

          IpsDisplay, 10 May 2024I mentioned Japan to show how subjective something can be ... moreI agree that maybe Apple didn't convey what it wanted in the commercial! Maybe they did it on purpose to get attention, but other than that it doesn't seem like a bad commercial to me!!! For a simple announcement nothing that is there will really be crushed

            walkman8, 10 May 2024An apology from Apple?? Impossible! 😦Ah they roll over on everything these days.

            Good thing I don't actually work for Apple as many on here have insinuated, my suggestion on how to treat these ridiculous tantrums would be to simply amend the current ad as follows:

            1. Place a disclaimer at the beginning saying 'no emojis were harmed during the making of this video'
            2. Instead of an iPad, the items get crushed into Tim Cook holding his middle finger up to the camera.
            3. The voice at the end says 'Here's your apology!'

            There, fixed it 🤷‍♂️

              Anton .el PAPI., 10 May 2024Your comment is a clear example of Free will!! everyone int... moreI mentioned Japan to show how subjective something can be

              Something that most would consider normal as putting cash in hand can be seen as disrespectful elsewhere

              Apple is not Japanese but the items that were crushed come from all over the world no imagine all the various interpretations that can stir up

                IpsDisplay, 10 May 2024Free will means multi subjective perspectives You only ... moreYour comment is a clear example of Free will!! everyone interprets it in their own way!! For that matter, what the hell are you talking about? Japan? Apple is Japanese?

                  Anton .el PAPI., 10 May 2024I don't see how offensive it is, starting with free wi... moreFree will means multi subjective perspectives

                  You only showcased your own subjective interpretation

                  We live in a world where in places like Japan giving money directly in hand to cashier's is seen as disrespectful

                  I can see some iconic monuments in here someone would definitely get offended

                  Messages are never really clear in humanity people have their own bias and Interpretations

                    There is no way they thought that crushing all of these icons of human culture wouldn't be considered offensive.

                    They knew it would be offensive, the very same way they knew the "mother earth" ad would be controversial.

                    They want media controversy because controversy is a good marketing strategy. Just like how Rockstar Games used to write fake rage reviews about GTA just to draw in media backlash which would make their game even more popular.

                    Those apologetic PR statements hold no value anymore! 👎

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                      • Anonymous
                      • NhR
                      • 10 May 2024

                      Doing this with the iPhone, as it replaces a plethora of older gadgets is ok, but not with creative tools, and certainly not with a laughable tablet that's neither a laptop nor a phone. I never understood who buys them, aside from graphic designers.. Everyone else should just stick to their phone.

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                        • Anonymous
                        • atq
                        • 10 May 2024

                        Anonymous, 10 May 2024everything else, but crushing a perfectly good guitar, well....So sensetive must be a snowflake. We used to watch bands smash their guitars up after performances.. Perfectly usable... It's called FUN.

                          Anonymous, 10 May 2024Also, why do other products have to be destroyed? Can'... moreA very good point. Their intent to show that the new ipad pro can replace all these other products - which it in no way can - could have been portrayed in a different manner. No destruction necessary.

                          Digital artwork cannot replace a real painting or a real sculpture. It can be an addition, but not a replacement. The cameras of the ipad are no match for a mirrorless system, or even older DSLR. And so on an so fort.

                          Instead they could have depicted average people swapping out their point & shoot cameras, and similar like going from an old and bulky CRT iMac, to the skinny and then to this. Essentially showing truth, rather than fiction.

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                            • Anonymous
                            • nDy
                            • 10 May 2024

                            Mills, 10 May 2024The best artists come from a pencil and paper. Not from LCD... morelike Adrian Newey

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                              • Anonymous
                              • nDy
                              • 10 May 2024

                              people too sensible these days

                                Anonymous, 10 May 2024The symbolism that Apple don't need real artists any l... moreThe best artists come from a pencil and paper. Not from LCDs and EMR styluses.

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                                  • Anonymous
                                  • kja
                                  • 10 May 2024

                                  Not an Apple fan but think the ad is cool.

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                                    • Anonymous
                                    • 0p}
                                    • 10 May 2024

                                    Anybody else feel sick when that guitar was broken?

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                                      • Anonymous
                                      • TCv
                                      • 10 May 2024

                                      everything else, but crushing a perfectly good guitar, well....

                                        Mustajab, 10 May 2024I saw the keynote and this ad was played when introducing t... moreThats what i though too, i was like: "Such an ingenious ad!" But then seeing it has gotten to this point, really shows how far people have gone into being NPCs

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