Apple CEO Tim Cook's iPad Pro Ad Causes Controversy; "Crushing Symbols Of Creativity"

On 7 May 2024, Apple CEO Tim Cook posted an ad for the new iPad Pro that has caused controversy among creators and artists online.

The Ad itself shows off a large assortment of instruments and gadgets related to creative arts being set under a hydraulic press. These items are then slowly crushed one by one as "All I Ever Need Is You" by Sonny and Cher plays on a vinyl in the background. Once all the items are crushed, the top half lifts, revealing the iPad Pro.

The reason for the controversy is that many people online felt the ad was disrespectful to the culture and creativity of the past as it literally crushed the tools that were and still are used by many artists today. The song used for the background "All I Ever Need Is You" also adds to the subtext that the tools of the past are irrelevant so long as the viewer has an iPad Pro.

Some users also pointed out that the ad wasn't even original. X user @asallan recently posted a very similar looking ad from 2008 for an LG phone. The ad involved numerous creative instruments being crushed inside a compactor.

In a recent statement made on Ad Age, Apple's Vice President of Marketing Communications, Tor Myhren, apologised for the controversy created by the ad.

"Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad," said Tor Myhren. "We missed the mark with this video, and we're sorry."

While Apple has stopped any plans for using this ad on television, it is still available to watch on Tim Cook's twitter account. It is also available on Apple's official YouTube account with the title 'Crush!' and has amassed 13 lakh views at the time of writing this article.