"Missed the target"

Apple catches a shitstorm with iPad ad

(Bild: Apple)

Apple has hit a nerve with an advertising clip for its new iPad model - but not in the way the company had hoped. There was a lot of criticism on the Internet, and Apple almost caught a shitstorm.

The US company apologized and now does not want to show the video on television. The clip was actually intended to emphasize the robustness of the Pro model of the tablet series: Musical instruments such as a trumpet and a piano are crushed in a press. Then the press opens up again - an iPad lies inside.

However, many viewers were outraged by the destruction, even though it appeared to be computer-generated. There was widespread criticism in online networks that the video crushed the tools of creativity. Actor Hugh Grant complained on the online platform X about the "destruction of the human experience" by Silicon Valley.

"We missed the mark"
 Apple apologized and said it would refrain from airing the commercial on television. It is important for the company to design products for creative people, Apple manager Tor Myhren told the advertising trade journal "Ad Age" on Thursday. "We missed the mark with this video and we're sorry."

CEO Tim Cook published the video on X on Tuesday at the presentation of the new iPad models - as reported by krone.at - and wrote: "Imagine all the things it will be used to create."