Apple apologised for an ad showcasing musical instruments, artistic tools, and games being crushed by a giant hydraulic press, which was criticised for cultural insensitivity. The one-minute video was aimed at promoting Apple’s new iPads, highlighting their thin design and enhanced features. However, it sparked outrage on social media, with users accusing Apple of destroying symbols of human creativity. Apple’s VP of marketing communications acknowledged the misstep, stating that creativity is integral to Apple’s ethos and apologising for the video. While some industry experts found the ad memorable, others deemed it a departure from Apple’s iconic campaigns. The controversial ad sparked discussions about its effectiveness and impact on different age groups, with opinions divided on its shock value and messaging.
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