‘Missed the mark’: Apple apologises over new iPad ad backlash

Apple’s new advert is pushing all the wrong buttons with consumers, as many take to social media to shame the tech giant for “missing the mark”.

Apple advert starts with a large crusher bearing down on pop culture items. Picture: Supplied.

Apple has apologised for sparking an online backlash with the release of an advert for their new iPad.

The advert starts with a big hydraulic press kicking into gear and crushing creative items like musical instruments and a retro Space Imploder arcade game.

Lasting just over a minute, the ad finishes with the hydraulic press crushing the items — as a voiceover can be heard saying: “The most powerful iPad ever is also the thinnest.”

At the end, an iPad Pro pops up between the grey crushers as it opens back up — all set to the sound of the popular 1990 hit ‘All I Ever Need Is You’, by Sonny and Cher.

Apple advert starts with a large crusher bearing down on pop culture items. Picture: Supplied.

Some on social media however, did not like the idea that an iPad can hold all of humanity’s culture in its thin, 5mm body.

Four Weddings and a Funeral star Hugh Grant wrote on X that the advert represented “the destruction of the human experience, courtesy of Silicon Valley”.

“Created by the same minds that probably think a good conversation involves more screens than eye contact. It’s not just a device, it’s a lifestyle choice because who wouldn’t want to carry around something that costs more than a month’s rent,” another person wrote on X.

In a statement to Variety, David McIntosh, head of brand and communications at Arcade1Up said he was “surprised” to see Legacy machines being crushed.

Items being crushed included paint cans and musical instruments. Picture: Supplied

Apple CEO Tim Cook. Picture: Josh Edelson / AFP

“We share the creative community’s feelings on the ‘misdirection’ of this ad content and believe that true arcade gaming involves standing up, joystick in hand — not just holding a tablet,” Mr McIntosh said.

Others have also taken to social media to accuse Apple of “ripping off” an LG ad from 15 years ago.

The 30-second LG advert for the Renoir 8mp camera phone, showed items such as musical instruments, paint cans and camera lenses being crushed in a compactor.

Apple has been accused of ‘ripping off’ an LG ad. Picture: Supplied.

Apple has since apologised and said the advert “missed the mark”.

Tor Myhren, Apple’s vice-president of marketing communications, said in a statement: “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world.”

Although the advert remains online on Cook’s X account and on YouTube, there are reports Apple has cancelled plans to show it on TV.

Apple has been contacted for comment.

Originally published as ‘Missed the mark’: Apple apologises over new iPad ad backlash