Apple recently launched a controversial new ad that it quickly apologized for just two days later. The advertisement featured a variety of artistic items such as paints, instruments, books, and a statue being crushed by a hydraulic press, with the song “All I Ever Need Is You” by Sonny and Cher playing in the background. The end result revealed the new iPad Pro.
The ad was meant to showcase the thinness and power of the new iPad Pro. Apple’s CEO, Tim Cook, emphasized the creative possibilities with the device in a social media post. However, many viewers, particularly artists, interpreted the ad as a negative message from Apple.
Despite the initial intentions of the ad, Apple’s Vice President of Marketing Communications acknowledged that they had missed the mark and apologized for the video. Some critics saw the ad as a reflection of Apple’s shift towards virtual content over physical ownership, with political philosophy professor Patrick Deneen warning against the trend of replacing tangible possessions with temporary digital access.
Apple’s business model of providing software updates for a limited period before rendering devices obsolete was also criticized in the article. The piece highlighted the potential downside of owning Apple products, as they eventually become outdated and unsupported by the company.
