Despite Apple’s hopes, their latest iPad Pro commercial is not receiving the positive response they desired. Renowned individuals such as Hugh Grant, Justine Bateman, and other creative minds, along with Apple enthusiasts, are voicing criticism towards the advertisement for being “tone deaf.”
At their ‘Let Loose‘ event, Apple unveiled its latest iPad Pro lineup and showcased them in a commercial. The newly released tablets are the thinnest devices ever created by Apple. However, the company’s efforts to highlight its capabilities and slim design may not have resonated with its target audience.
The commercial features a hydraulic press, similar to the ones frequently viewed on TikTok, slowly descending onto various objects such as musical instruments, colors, balloons, and sculptures. As the press crushes everything in its path, the new iPad Pro is revealed in all its splendor.
Despite Tim Cook’s praise of the ad and the tablet on X, the internet did not share his enthusiasm. In his call-out, he encouraged others to imagine the endless possibilities for creation, but it seems that the public did not agree with his sentiment.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
Both Hugh Grant and Justine Bateman, along with numerous fans and celebrities, have expressed criticism towards Apple’s recent advert. In a post on X, Grant stated that the ad depicts “the destruction of the human experience,”while Bateman, who is known for her activism against AI, tweeted “Truly, what is wrong with you?”quoting a post from Cook.
According to Pete Woods, a comic book artist known for his work on Deadpool, the recent Apple ad is “tone-deaf”and does not offer any significant improvements for creators compared to previous versions of the iPad. He expressed this sentiment on a Twitter post (link) and emphasized that there is nothing groundbreaking about the new iPad.
Reed Morano, the Emmy-winning director of Handmaid’s Tale, also expressed dissatisfaction. In a tweet directed at @tim_cook, she wrote, “Read the room, bro. Because this situation is truly disturbing.”
After reading the ad, computer scientist and essayist Paul Graham pointed out that Steve, referring to Apple founder Steve Jobs, would not have approved of it. He believed that it would have been too painful for Steve to see. In response to Tim Cook’s post, user @Hidarino_Machi expressed disappointment, stating that the ad destroyed the hard work and creativity
Leave a Reply