Apple issued an apology following criticism from Hugh Grant and others for a “tone deaf” iPad advert featuring a piano being crushed. The technology giant responded to the backlash with an apology.
The technology giant apologised after Hugh Grant and others criticised the “tone deaf” iPad advert.
Apple issued an apology following backlash over an advertisement depicting various objects, including musical instruments and books, being crushed by a hydraulic press.
The company admitted the ad failed to meet its aim of empowering and celebrating creatives. Apple’s VP of marketing communications, Tor Myhren, expressed regret, acknowledging that the video missed the mark in showcasing the iPad’s capabilities for creativity. Celebrities like Hugh Grant and Justine Bateman criticized the ad, with Grant deeming it “the destruction of the human experience” and Bateman stating it was “crushing the arts.”
The controversy intensified with comparisons to the suppression of creativity, particularly amid concerns about AI replacing human roles in creative industries.
The comments on Mr. Cook’s post on X have been notably negative, with one individual describing it as “extremely distasteful” and another expressing feeling “ashamed to buy Apple products” because of it. Criticism, particularly from individuals in Japan, has been prominent, with some mentioning a perceived lack of respect.
Some critics attributed this reaction to “tsukumogami,” a term from Japanese folklore denoting a tool believed to possess its own spirit or soul. One commenter explained that the act of destroying tools is viewed as arrogant and offensive in Japanese culture, while another emphasized the deep reverence musicians hold for their instruments, often valuing them more than life itself.
The video has sparked criticism for being unfavorably compared to one of Apple’s iconic commercials from 1984. In that ad, which paid homage to its release year and George Orwell’s novel, a protagonist battles against a dystopian future. Some viewers remarked that the new ad seemed almost diametrically opposed to the original, with one suggesting it portrayed Apple as the very force they once rallied against. Another viewer saw it as a symbolic conclusion to the narrative begun in the original advertisement.
In case you missed it, they released an ad featuring someone using an iPad to scan and crush a pile of papers, including a piano. Well, the backlash was swift and fierce. Many people were outraged at the insensitivity towards the arts and the symbolism of destroying a piano.
As a result, Apple issued a public apology, acknowledging the misstep and promising to be more mindful in the future. This incident serves as a reminder that even the biggest companies can make mistakes when it comes to advertising. It’s essential for brands to be in tune with their audience and avoid unintentional controversies. What are your thoughts on the situation? Let’s keep the conversation going in the comments!
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