Apple’s New iPad Pro Ad Sparks Controversy: How Technology is Destroying Human Creativity and Art

Apple has recently released a new iPad Pro ad, which showcased the device after a hydraulic press opened. However, the ad was met with criticism from internet users who felt that it portrayed technology as destroying human creativity and art. In response to the backlash, Apple’s vice president of marketing communication, Tor Myhren, issued an apology, stating that creativity is a vital part of Apple’s DNA and they aim to design products that empower creatives worldwide.

The ad featured various symbols of human creativity, including musical instruments, paint cans, an ’80s arcade video game, and a bust of a human head being crushed by a giant hydraulic press. As the metal slabs of the press lifted, Apple’s new iPad Pro was revealed. Despite CEO Tim Cook describing the new iPad Pro as thin and powerful, the ad received widespread criticism online for its negative symbolism.

Critics expressed concern that the ad implied the replacement of human creative work by technology. Actor Hugh Grant went on social media to comment about the ad symbolizing “the destruction of the human experience.” Apple has decided not to air this ad on TV and issued a rare apology for missing the mark. Although it remains on Cook’s X account, this response from Apple shows their commitment to celebrating creativity through their products.