Apple apologizes for the uproar over its new iPad Pro ad

Apple's new iPad Pro ad shows a variety of creative tools being crushed. Photo: Apple

"Our goal is to celebrate how people express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we're sorry," the iPhone maker said, according to Ad Age.

The ad, titled "Crush," has been viewed more than a million times on Apple's YouTube channel and was shared by CEO Tim Cook on social media platform X. It shows various creative tools and objects such as cameras, guitars, pianos, and paints being destroyed by an industrial crusher.

Then, when the crusher opens, the new iPad appears. Apple's idea is to "compress" a lot of real-world experience into a super-thin device, symbolizing the powerful capabilities of the new tablet.

Many online users criticized the ad as insensitive and out of step with the company's direction.

The Cupertino, California-based tech giant unveiled the tablet on May 7 with a new artificial intelligence chip as Apple races to catch up with its Big Tech rivals in the race to dominate emerging technology.

Apple says the new iPad Pro has an upgraded display and is "Apple's thinnest product ever."

Source: https://laodong.vn/cong-nghe/apple-xin-loi-vi-nhung-on-ao-sau-quang-cao-ipad-pro-moi-1338209.ldo