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Apple’s New iPad Ad Faces Cultural Insensitivity Backlash
An online backlash has erupted in response to an advert by Apple for its latest iPad tablet. The one-minute video, released by Apple CEO Tim Cook, showcases a range of musical instruments, artistic tools, and games being crushed by a colossal hydraulic press, sparking accusations of cultural insensitivity.
Revamping iPads to Counter Declining Sales
Marking the tech giant’s first overhaul of the range in two years, the advertisement supports Apple’s new lineup of iPads—a response to recent struggles with declining sales. The campaign, featuring Sonny and Cher’s 1971 hit “All I Ever Need Is You,” aims to demonstrate how Apple has managed to pack an array of features into a slimmer tablet. Trade press reports indicate that the ad was produced in-house by Apple’s creative team.
Outrage Erupts on Social Media
Apple’s ad campaign has triggered a wave of outrage on social media platforms. Users have flocked to the X post by Cook, criticizing the company for obliterating “beautiful creative tools,” alongside the “symbols of human creativity and cultural achievements.”
The Decline of Apple’s Advertising Prowess
Industry executives in the advertising sector have voiced concerns, contrasting the new iPad ad with Apple’s previous successful campaigns. Christopher Slevin, creative director of marketing agency Inkling Culture, unfavorably compared the ad to a renowned Apple campaign directed by Ridley Scott in 1984. Slevin claimed that the iPad ad undermines the message conveyed in the Macintosh computer ad, where Apple was depicted as liberating a dystopian world.
Hugh Grant Joins Critics
Actor Hugh Grant joined the critics, expressing his worries on X about “the destruction of the human experience courtesy of Silicon Valley.”
Divisive Ad, but Effective
While the advertisement received mixed reviews, Richard Exon, founder of marketing agency Joint, questioned whether the primary concern is whether it accomplishes its purpose. Exon stated, “It’s memorable, distinctive, and now I know the new iPad has even more in it, yet is thinner than before.”
Research Shows Disparate Reactions
According to consumer insights platform Zappi, the advertisement evoked different emotional responses. The study revealed that the hydraulic press crushing art in the ad generated divisive opinions, with the ad underperforming benchmark emotions like happiness and laughter but overperforming in traditionally negative emotions like shock and confusion. Older individuals tended to have a more negative response compared to younger consumers.
Controversial Ad’s Impact
Nataly Kelly, Chief Marketing Officer at Zappi, emphasized that opinions on Apple’s iPad ad vary based on age. Kelly described the ad’s shock value as its power, designed to be controversial, and stated that the fact people are discussing it is a victory in itself. Apple has yet to respond to requests for comment on the controversy.
