Apple has apologized and admitted it “missed the mark” with its latest iPad Pro advertisement.
The ad, posted on social media Tuesday by Apple CEO Tim Cook, was met with backlash from internet users who felt that the ad celebrated technology’s destruction of human creativity and art.
In a statement to AdAge, Apple’s vice president of marketing communications, Tor Myhren, apologized.
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Myhren said. “We missed the mark with this video, and we’re sorry.”
Apple confirmed the statement it provided to AdAge but declined to provide further comment.
The ad shows symbols of human creativity, like musical instruments, paint cans, an ’80s arcade video game and a bust of a human head crushed by a giant hydraulic press. As the metal slabs of the hydraulic press lift, Apple’s new iPad Pro is revealed.
“Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create,” Cook wrote in a post on X accompanying the video.
Internet backlash to the ad was instantaneous: “The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice,” wrote one social media user. “This ad effectively convinced me I need less technology in my life,” wrote another.
Other users said the ad was in poor taste amid growing fears that AI could replace workers – even those in creative fields. Actor Hugh Grant wrote on social media that Apple’s ad represented “the destruction of the human experience.”
Apple no longer plans to run the ad on TV, according to AdAge.
The mea culpa was rare for Apple, though the ad has not been deleted from Cook’s X account.
Iranian president, the country’s foreign minister and others have been found dead at the site of a helicopter crash Monday after a search through a foggy, mountainous region of the country’s northwest.
A Saskatchewan man who had a sexual encounter with a 15-year-old girl he met on Tinder successfully appealed to shorten release conditions barring him from online dating.
Stittsville residents on Kearnsley Way are seeking answers after an unusual bylaw crackdown on Friday. Every home with a basketball net received a ticket instructing homeowners to remove their nets from the road.
Three people were killed and five others were injured Saturday night following a boat crash on the Buck Bay area of Bobs Lake, north of Kingston, Ont., the Ontario Provincial Police (OPP) said.
The apparent crash of a helicopter carrying Iran's president and foreign minister on Sunday sent shock waves around the region.
Less than 24 hours after Montreal's 12th homicide investigation began, Montreal police confirmed that a 55-year-old woman's death in St. Michel is the island's 13th homicide. The woman's ex-spouse has been charged with first-degree murder.
Industry Minister Francois-Philippe Champagne says it's 'untenable' for 'smaller players' like Walmart and Costco to delay signing on to the government- and industry-led grocery code of conduct, now that industry giant Loblaw has agreed to do so.
A sanctuary dedicated to animals with disabilities is celebrating the third birthday of one of its most popular residents.
Canada’s largest First Nations police service, the Nishnawbe Aski Police Service issued a community safety alert as extremely toxic drugs are likely circulating in many of the communities it serves.
Stittsville residents on Kearnsley Way are seeking answers after an unusual bylaw crackdown on Friday. Every home with a basketball net received a ticket instructing homeowners to remove their nets from the road.
A Saskatchewan man who had a sexual encounter with a 15-year-old girl he met on Tinder successfully appealed to shorten release conditions barring him from online dating.
Less than 24 hours after Montreal's 12th homicide investigation began, Montreal police confirmed that a 55-year-old woman's death in St. Michel is the island's 13th homicide. The woman's ex-spouse has been charged with first-degree murder.
Canada’s largest First Nations police service, the Nishnawbe Aski Police Service issued a community safety alert as extremely toxic drugs are likely circulating in many of the communities it serves.
The Ontario Provincial Police (OPP) says an Ottawa driver is facing charges after being caught going 187 km/h on Highway 416.
Catching 'em all with impressive speed, a 7-year-old boy from Windsor, Ont. who only started his competitive Pokémon journey seven months ago has already levelled up to compete at a world championship level.
Iranian president, the country’s foreign minister and others have been found dead at the site of a helicopter crash Monday after a search through a foggy, mountainous region of the country’s northwest.
The apparent crash of a helicopter carrying Iran's president and foreign minister on Sunday sent shock waves around the region.
U.S. President Joe Biden told students from the historically Black Morehouse College that scenes from the Israel-Hamas war in Gaza break his heart.
Houston area residents affected by deadly storms last week that left at least seven dead were finally getting some good news as officials said they expected power to be restored by Sunday evening to a majority of the hundreds of thousands still in the dark and without air conditioning amid hot and humid weather.
Voters in the Dominican Republic cast ballots Sunday in general elections likely to reinforce the government's crackdown on its shared border with Haiti and the hundreds of thousands of people fleeing the violence-stricken nation.
Testimony in the hush money trial of Donald Trump is set to conclude in the coming days, putting the landmark case on track for jury deliberations that will determine whether it ends in a mistrial, an acquittal — or the first-ever felony conviction of a former American president.
Industry Minister Francois-Philippe Champagne says it's 'untenable' for 'smaller players' like Walmart and Costco to delay signing on to the government- and industry-led grocery code of conduct, now that industry giant Loblaw has agreed to do so.
Canada's Ambassador to the United States says she's 'not aware' of any plans for Prime Minister Justin Trudeau to meet with former U.S. president and presumptive Republican presidential nominee Donald Trump before the November American election.
A Montreal real estate owner is calling on all levels of government to address the growing number of homeless people in the city, and he's written a letter to all levels of government to do something.
Health Canada and the Canadian Food Inspection Agency issued recalls for various items this week, including kids' bassinets, chips, and stoves. Here's what to watch out for.
Blood biomarkers of telltale signs of early Alzheimer's disease in the brain of his patient, 55-year-old entrepreneur Simon Nicholls, had all but disappeared in a mere 14 months.
Dr. Caroline Stigant, a nephrologist at Royal Jubilee Hospital in Victoria and a leading advocate for sustainable kidney care, said each hemodialysis treatment uses up to 500 litres of water and large amounts of energy.
Jeff Bezos' space company Blue Origin launched a six-person crew - including the first U.S. Black astronaut candidate from the 1960s - from West Texas to the edge of space on Sunday, resuming its centerpiece space tourism business for the first time since its suborbital New Shepard rocket was grounded in 2022.
A Canadian tech company is helping kids with mobility issues put their best foot forward with the help of a pair of revolutionary robotic legs.
A major international report on the safety of artificial intelligence says experts can’t agree on the risk the technology poses — and it's unclear whether AI will help or harm us.
Through 35 seasons and over 700 episodes, 'The Simpsons' continues to produce fresh, new content that keeps fans interested and engaged.
Sean 'Diddy' Combs admitted Sunday that he beat his ex-girlfriend in a hotel hallway in 2016 after CNN released video of the attack, saying in a video apology he was 'truly sorry' and his actions were 'inexcusable.'
On paper, Jacques Audiard's buzzed-about Cannes Film Festival entry 'Emilia Perez' would not seem anything like a good idea for a movie.
A free promotional tumbler handed out with Nutrl beverages at Ontario's alcohol retailer is being recalled over safety concerns.
Bruce Nordstrom, a retail executive who helped expand his family’s Pacific Northwest department store chain into an upscale national brand, has died.
Forecasters expect this week's inflation report to show Canada's inflation rate fell last month, but financial markets are still unsure whether a June interest rate cut is in the cards for the Bank of Canada.
Italy has dozens of secret smaller lakes that boast superb scenery, unknown to mass tourism, where locals get together on day trips and enjoy picnics.
Ottawa's ultra luxury housing market is blooming like the tulips this spring, with a significant increase in the number of homes sold worth more than $2 million.
Imagine you have US$400 to spend on a luxury dining experience. You might treat yourself to a tin of premium caviar, a bottle or two of very fine wine or a multi-course meal at a high-end restaurant.
Canucks star Brock Boeser will miss Game 7 of Vancouver's second-round playoff series Monday against the Edmonton Oilers, according to reports.
Xander Schauffele drained a birdie on the 18th hole, winning the 2024 PGA Championship, his first major and setting a scoring record for majors.
The Indiana Pacers cruised to a 130-109 victory over the New York Knicks on Sunday, advancing to the Eastern Conference finals for the first time in 10 years.
Almost everyone is guilty of distracted driving at one point and time, but according to a report from Transport Canada using their most recent data from 2021, 25 per cent of fatal crashes involve speeding, while another 20 per cent involve distracted driving.
Industry Minister François-Philippe Champagne says federal opposition parties should be 'celebrating' the recently announced electric vehicle deals, despite their criticisms the Liberals refuse to make public the terms and conditions laid out in the contracts.
It’s a good time to be in the market for a used Tesla.
A sanctuary dedicated to animals with disabilities is celebrating the third birthday of one of its most popular residents.
Catching 'em all with impressive speed, a 7-year-old boy from Windsor, Ont. who only started his competitive Pokémon journey seven months ago has already levelled up to compete at a world championship level.
2b Theatre recently moved into the old Video Difference building, seeking to transform it into an artistic hub, meeting space, and temporary housing unit for visiting performers in Halifax.
A B.C. woman says her service dog pulled her from a lake moments before she had a seizure, saving her life.
A Starbucks fan — whose name is Winter — is visiting Canada on a purposeful journey that began with a random idea at one of the coffee chain's stores in Texas.
Members of Piapot First Nation, students from the University of Winnipeg and various other professionals are learning new techniques that will hopefully be used for ground searches of potential unmarked grave sites in the future.
ALS patient Mathew Brown said he’s hopeful for future ALS patients after news this week of research at Western University of a potential cure for ALS.
When Adam Kirschner wrote 'Slap Shot,' he never imagined the song would be embraced by his favourite team.
A team is ready to help an entangled North Atlantic right whale in the Gulf of St. Lawrence.
Canucks star Brock Boeser will miss Game 7 of Vancouver's second-round playoff series Monday against the Edmonton Oilers, according to reports.
A wildfire burning near Fort Nelson, B.C., completely destroyed four homes, according to an update from the Northern Rockies Regional Municipality.
Mounties in B.C. renewed an appeal Sunday for information on the whereabouts of a man wanted on a Canada-wide warrant for a triple murder more than 25 years ago.
Three people were killed and five others were injured Saturday night following a boat crash on the Buck Bay area of Bobs Lake, north of Kingston, Ont., the Ontario Provincial Police (OPP) said.
Ontario’s Special Investigations Unit (SIU) is investigating after four people were inured in a serious single-vehicle collision in Oshawa on Sunday afternoon.
Toronto Fire Services (TFS) rushed to the city’s Port Lands area early Sunday afternoon after a large, smoky fire broke out near Cherry Beach.
More than 500 delegates from across the province met in Calgary Saturday for the Alberta Teachers’ Association (ATA) General Assembly, where the topics included curriculum, classroom sizes, funding and students’ smartphone use.
Calgary transit will be free for runners next Sunday morning.
The apparent crash of a helicopter carrying Iran's president and foreign minister on Sunday sent shock waves around the region.
A review of the Ottawa Police Service's (OPS) operations during a "Freedom Convoy" anniversary demonstration in February finds there are gaps in communications between commanding officers when handling major events.
Stittsville residents on Kearnsley Way are seeking answers after an unusual bylaw crackdown on Friday. Every home with a basketball net received a ticket instructing homeowners to remove their nets from the road.
Three people were killed and five others were injured Saturday night following a boat crash on the Buck Bay area of Bobs Lake, north of Kingston, Ont., the Ontario Provincial Police (OPP) said.
Less than 24 hours after Montreal's 12th homicide investigation began, Montreal police confirmed that a 55-year-old woman's death in St. Michel is the island's 13th homicide. The woman's ex-spouse has been charged with first-degree murder.
Two young men, 18 and 20, have been arrested in connection with the stabbing death of a 27-year-old man, who was killed on Saturday.
CTV News Montreal at 6 o'clock for Sunday, May 19, 2024 with anchor Angela MacKenzie.
A full-game effort by the Edmonton Oilers led to their 5-1 victory over the Canucks in Game 6 on Saturday to send the best-of-seven series to the limit, with the decisive showdown set for Monday in Vancouver.
RCMP are issuing a warning after a string of scams aimed at residents in Westlock and the surrounding area.
An Alberta RCMP officer was one of many who raised concern online over the age range at an upcoming UCP constituency youth event.
Put your running shoes on, as marathoners in Halifax are getting ready to “Giv’er” in this years Blue Nose Marathon.
The second annual Destination Nackawic Smallmouth Open had 77 boats competing, with a youth fishing derby also introduced this year to give young anglers a try at tournament fishing
Voters in the rural Nova Scotia provincial electoral district of Pictou West are ready to go to the polls Tuesday in a riding that voted decisively Tory in the 2021 provincial election.
Evacuees from Cranberry Portage were allowed to return home Sunday after hundreds were evacuated due to a major wildfire threatening the area.
A major artery in Winnipeg is dealing with significant backups after a crash involving a police cruiser.
Flashes of purple darting across the sky mixed with the serenading sound of songs will be noticed more with spring in full force in Manitoba.
The Saskatchewan Serious Incident Response Team (SIRT) has been called in to investigate an incident involving Regina's Special Weapons and Tactics Team (SWAT).
Moose Jaw police are advising the public to avoid a tract of 9th Avenue Northeast as officers respond to a collision in the area.
A Saskatchewan man who had a sexual encounter with a 15-year-old girl he met on Tinder successfully appealed to shorten release conditions barring him from online dating.
A police investigation is underway after a jewellery store at Fairview Park Mall in Kitchener was robbed.
No injuries were reported after an overnight shooting at a Waterloo business.
Before you head out the door Monday, see what's open and closed for Victoria Day.
A Saskatchewan man who had a sexual encounter with a 15-year-old girl he met on Tinder successfully appealed to shorten release conditions barring him from online dating.
Hundreds of Saskatoon's football fans gathered at Saskatoon Minor Football (SMF) field Saturday to experience the Saskatchewan Roughriders pre-season ahead of their home opener.
Firefighters responded to a scene on the 300 Block of Herold Road Friday morning after a car collided with an apartment building.
Canada’s largest First Nations police service, the Nishnawbe Aski Police Service issued a community safety alert as extremely toxic drugs are likely circulating in many of the communities it serves.
A Sault Ste. Marie man has been jailed for 10 days for failing to comply with a court order banning him from fishing.
The Timmins Police Service announced last week the launch of Online Incident Reporting, a new software platform that allows residents to report non-emergency situations anytime, from anywhere and that is moving from in-person to online auctions.
Sarnia Police, assisted by Lambton EMS, are investigating after a car ended up in the Sarnia Bay.
Kyle Hancock turned 35 Friday, however his family wasn’t able to celebrate with their loved one.
Damian Warner has done it again. The 34 year old from London, Ont. won the renowned Hypomeeting in Gotzis, Austria for the eighth time Sunday.
The Victoria Day long weekend brought crowds to Simcoe County, with beaches and highways bustling with activity.
On Monday, Government offices and services that will be closed include:
The Collingwood Blues have emerged as the National Champions.
Emergency crews responded to a motor vehicle collision on Charing Cross Road and Horton Line just after 7 p.m. Saturday.
Catching 'em all with impressive speed, a 7-year-old boy from Windsor, Ont. who only started his competitive Pokémon journey seven months ago has already levelled up to compete at a world championship level.
Three people were killed and five others were injured Saturday night following a boat crash on the Buck Bay area of Bobs Lake, north of Kingston, Ont., the Ontario Provincial Police (OPP) said.
A wildfire burning near Fort Nelson, B.C., completely destroyed four homes, according to an update from the Northern Rockies Regional Municipality.
Employee information may have been “compromised” during a cyberattack that shut down London Drugs stores across western Canada, according to the company.
Dr. Caroline Stigant, a nephrologist at Royal Jubilee Hospital in Victoria and a leading advocate for sustainable kidney care, said each hemodialysis treatment uses up to 500 litres of water and large amounts of energy.
One person is dead after a fight in Penticton early Sunday morning, according to authorities.
A suspect is at large after robbing a convenience store at gunpoint in Merritt, B.C., Friday, according to local police.
After four targeted shootings in four days, Mounties in Kamloops are taking the unusual step of warning the public about two men they believe are likely to be targeted in future violent incidents.
With just over two minutes remaining in the first overtime, Mirko Buttazzoni scored to give the Bandits a 4-3 victory over the Sherwood Park Crusaders Saturday in Brooks.
The Sherwood Park Crusaders got some great goaltending from Erick Roest Friday night on the way to a 4-3 victory over the Brooks Bandits.
The average home price in Lethbridge has jumped 11.6 per cent in the last year. A home in Lethbridge now costs just over $374,000 on average. That's according to the latest data from the Alberta Real Estate Association.
Canada’s largest First Nations police service, the Nishnawbe Aski Police Service issued a community safety alert as extremely toxic drugs are likely circulating in many of the communities it serves.
NOSM University says it is succeeding in its mission to help create a healthcare workforce to serve northern Ontario.
A 22-year-old man from Toronto is facing multiple weapons charges following an arrest in Thunder Bay, Ont. earlier this week.
Canada's new $10-a-day child care program is expanding, but there's growing evidence that demand for the program is rising even faster, leaving many parents on the outside looking in.
A new study shows an Atlantic salmon population in southern Newfoundland is disappearing, and it says nearby aquaculture operations are a likely contributor to the decline.
Police in Newfoundland say patrol officers were assaulted Thursday by a "very irate male" wielding a block of cheese.
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