Apple apologises for iPad Pro advert that crushed vintage musical instruments: “We missed the mark”

nme.com:

Apple has apologised for “missing the mark” with their new iPod Pro advert, in which vintage musical instruments and equipment are crushed.The advert caused controversy among music fans after being shared by company CEO Tim Cook this week.

It shows vintage guitars, pianos, trumpets and metronomes, as well as turntables, speakers and arcade games being crushed, backed by a soundtrack of Sonny & Cher’s ‘All I Need Is You’.“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 image all the things it’ll be used to create,” Cook wrote on X.Watch the trailer below: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. pic.twitter.com/6PeGXNoKgG— Tim Cook (@tim_cook) May 7, 2024After a significant backlash against the sentiments in the advert, Apple have now issued a formal apology.Apple’s vice president of marketing communications Tor Myhren said: “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.