Apple has apologized for the backlash against a commercial for a new model of its iPad tablet. Many people reacted to Apple CEO Tim Cook’s X account with the reply “I am ashamed to buy Apple products”.
US-based technology company Apple was forced to apologize for the backlash against a commercial for the new iPad model, in which musical instruments and books are crushed with a hydraulic press. The aim of the ad was to emphasize how the iPad brings creativity together.
Tor Myhren from Apple’s marketing department said, “The ad was intended to highlight the possibilities for users to express themselves and bring their ideas to life through iPad. Unfortunately, we missed the mark with this video and we apologize for that.”
The company’s CEO Tim Cook, in a statement on the social media platform X, emphasized the importance of imagination in the creative process. However, the commercial was harshly criticized by prominent figures from the world of art and culture. Justine Bateman, a famous actor and filmmaker, said the commercial showed a dismissive approach to art. Songwriter Crispin Hunt stated that the destruction of musical instruments is similar to the cultural destruction evoked by burning books.
In comments on Tim Cook’s X account, many people expressed their discomfort with buying Apple products. Apple’s advertising campaign had a negative impact on the company’s image and Apple was forced to apologize in response to public outcry.
