The film shows musical instruments, art supplies, books and games being crushed by a press.
Apple was criticized on social media for the campaign for the new iPad Pro launched this week. The brand issued an apology assuming it had made a mistake in the tone of the piece.
The 60′ film, produced in-house, was published on the brand’s YouTube and by Tim Cook, CEO of Apple, and shows different objects, such as musical instruments, art materials, books and games being crushed by a press. In the end From the film, only the new iPad remains in order to show the variety of features that the brand managed to add to the new product.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
“At Apple, creativity is in our DNA, and it’s important to design products that empower creatives around the world. Our goal is to always celebrate the myriad ways users express themselves to bring their ideas to life through iPad. We lost our hand with this video and we apologize”, says Tor Myhren, vice president of marketing and communications at Apple, in a statement published by Ad Age.
