Noor mahnoor
On Tuesday, Apple once again became the focus of the science and technology industry. It released a powerful new iPad Pro, the newly designed iPad Air, the upgraded version of Pencil Pro, and the remarkable M4 chip, which triggered the enthusiasm of technology lovers. However, despite the new iPad Pro’s praise for its charming design and incredible performance upgrades, the iPad Pro advertisement controversy quickly emerged. The iPad Pro advertisement controversy has sparked widespread criticism from professionals in advertising and film production, raising concerns about the way Apple portrayed traditional art and its creators.
According to foreign media reports, shortly after the iPad conference, Apple uploaded the first advertisement for the latest iPad Pro to YouTube. Cook himself shared the ad on the X platform. However, this 60-second advertisement sparked extensive and violent criticism on social media. YouTube quickly closed the comment section, but the public’s negative response overwhelmed Cook’s X post within hours of its release. Some severe comments led people to question the creative team behind this advertisement. Surprisingly, Apple has chosen to keep the advertisement on YouTube and other platforms.
The concept of advertising is simple and direct, but the expression is controversial. It tries to emphasize that the new iPad Pro almost makes traditional art creation and entertainment consumption. However, this expression is too direct, and it can even be said to be rough, and does not fully consider respect for traditional art and artists. Apple can use more delicate and cautious ways to convey this information.
In the face of public criticism, some users suggest creating reverse advertisements. These would retain the central concept while showing respect for traditional art and artists. Actor, writer, and producer Reza Sixo Safai even created a “repaired” version of Apple’s advertisement. His version emphasizes a respectful portrayal of traditional art.
Many other commentators have also expressed dissatisfaction with this advertisement. They described it as “extremely unhappy,” “disgusting,” and “heartbreaking.” Critics attacked its content and expression from multiple levels. A director, screenwriter, and producer called it “the most honest metaphor made by technology companies to art, artists, musicians, creators, writers, and film producers.” Meanwhile, Nothing’s CEO, Carl Pi Pi, summed up his reaction with one word: “Yikes,” expressing his surprise and disappointment.
Explore our analysis of tech advertising.
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