HomeWinBuzzer NewsApple Apologizes for "Creativity" Misstep in iPad Pro Advertisement

Apple Apologizes for “Creativity” Misstep in iPad Pro Advertisement

Apple apologized for an iPad Pro ad showing creative tools crushed by a press. The ad, meant to show the tablet's power, was seen as downplaying traditional creativity.


has apologized for its latest advertisement after it was criticized for negatively portraying creativity. The ad, which was meant to demonstrate the creative capabilities of the M4-based iPad Pro, was perceived as suggesting that technology could replace traditional creative tools. Tor Myhren, Apple's VP of marketing communications, told Adage, “Creativity is in our DNA at Apple… We missed the mark with this video, and we're sorry.

Details of the Controversial Ad

The advertisement in question depicted various creative tools and objects, including a piano, cameras, and paint, being compressed and destroyed by an industrial-sized hydraulic press. Following this, the new iPad Pro is revealed as the sole survivor, thinner than ever at 5.1 mm for the 13-inch model, symbolizing the device's capability to encompass all forms of creative expression. Critics argued that the ad suggested technology was supplanting the human element of creativity, a concern that resonates deeply within the creative community, especially with the ongoing discussions around AI.

Product Features and Launch Details

Despite the controversy, the new iPad Pro models boast advanced features that cater to creative professionals. The devices are equipped with Tandem OLED displays and M4 , aiming to deliver superior performance. The 11-inch model features a 5.3mm aluminum chassis, while the 13-inch model is notably thin at 5.1mm. Both models, along with accessories like the latest Apple Pencil and Magic Keyboard, are available for pre-order, with shipping set to start next week.

Alongside the new iPad Pro, Apple also showcased the M4 chip that powers the tablet. The M4 chip includes a neural processing unit (NPU) capable of performing 38 trillion operations per second (TOPS), positioning it ahead of competitors like AMD's Ryzen 8040 series and Intel's Meteor Lake in terms of AI processing power. Apple claims this makes the M4's Neural Engine the most advanced NPU in the AI PC market. 

Luke Jones
Luke Jones
Luke has been writing about all things tech for more than five years. He is following Microsoft closely to bring you the latest news about Windows, Office, Azure, Skype, HoloLens and all the rest of their products.

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