In a recent development, tech giant Apple has issued an apology for a controversial iPad Pro advertisement that sparked criticism within the creative community. The advertisement, created to showcase the power of the M4-based iPad Pro, depicted traditional creative tools being crushed by a hydraulic press, leading to accusations that technology was overshadowing human creativity.
Apple’s VP of marketing communications, Tor Myhren, acknowledged the misstep, stating, Creativity is in our DNA at Apple… We missed the mark with this video, and we’re sorry. The ad featured various creative instruments such as pianos, cameras, and paint, being destroyed, with the iPad Pro emerging as the sole survivor, symbolizing its ability to encompass diverse creative expressions.
Despite the backlash, the new iPad Pro models offer cutting-edge features tailored for creative professionals. Equipped with Tandem OLED displays and the powerful M4 processor, the devices promise superior performance. The sleek design of the 11-inch model, with a 5.3mm aluminum chassis, and the ultra-thin 5.1mm profile of the 13-inch model, combined with accessories like the Apple Pencil and Magic Keyboard, are now available for pre-order, with shipping scheduled to begin soon.
Alongside the iPad Pro, Apple introduced the M4 chip powering the tablet, featuring a Neural Processing Unit capable of 38 trillion operations per second. This places Apple ahead of competitors like AMD and Intel in terms of AI processing power, with the M4’s Neural Engine touted as the most advanced in the market.
The controversy surrounding the ad sheds light on the evolving relationship between technology and creativity, sparking discussions within the creative community. With the new iPad Pro models offering innovative features and performance, Apple aims to cater to the needs of creative professionals while emphasizing the importance of preserving traditional creative processes in an increasingly digital world.
