Noor mahnoor
Apple decided to withdraw its controversial Apple iPad Pro advertisement, known as the “pressure test,” and publicly apologized for disregarding the emotions tied to artistic creation.
At the new Apple product conference on Tuesday, the new generation of iPad Air and iPad Pro series officially appeared. During this time, Apple showcased the controversial Apple iPad Pro advertisement titled “Under Pressure.” This 60-second short film presented an alternative visual approach: from pigment tubes to guitars, and even toys and sculptures, various items endured the immense force of a hydraulic press. The ad concluded with a switch to the final scene, revealing an intact iPad Pro.
Screenshot of Apple Publicity Movies
The advertisement aimed to highlight the smallest product in Apple’s history. However, it unexpectedly upset many creative workers, who saw it as a metaphor for technology suppressing creativity.
Given this situation, Apple announced the cancellation of the TV playback plan. Additionally, Tor Myhren, senior vice president of Apple Marketing Communication, stated, “Innovation is the root of Apple. We are committed to designing products that stimulate the potential of creative people worldwide.” Furthermore, he added that the “Advertising Age iPad enables self-expression and transforms inspiration into reality.
Looking back at the iPhone 15 conference last September, Apple was also criticized for a five-minute environmental-friendly theme sketch. It was originally intended to show its environmental efforts, but because of its clumsy and lengthy, most audiences did not feedback.
For more information on the latest Apple products, visit TinyDeals Blog for updates on tech innovations and creative tools.
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