Tech leader Apple has found itself in hot water over a recent marketing misfire. The company’s latest iPad Pro ad, intended to showcase the tablet’s power, instead drew accusations of celebrating the destruction of human creativity. After a swift online response, Apple has now walked back the controversial promo.
Posted to X by CEO Tim Cook, the iPad Pro ad showed symbols of artistry like musical instruments and paint supplies being flattened by an industrial press. Its suggestion that technology replaces handicraft drew sharp criticism. One viewer called the symbolism “an interesting choice” while others felt it represented fears of AI replacing jobs.
A Mea Culpa From Cupertino

In a rare move, Apple has owned up to the ad’s shortcomings. A spokesperson told journalists “We missed the mark with this video, and we’re sorry.” While the company stands by empowering creativity through products like the iPad Pro, this promotional push clearly missed its target audience. The tech giant confirms it will not air the commercial further.
As one of the world’s most valuable brands, Apple is not accustomed to apologies. However, in acknowledging the misstep with its iPad Pro ad, the company demonstrates a willingness to listen and learn and avoid repeating such PR pitfalls. The mea culpa suggests tech’s impacts remain a sensitive subject requiring nuanced discussion, not heavy-handed advertising symbolism.