The video, by which a collection of inventive devices reminiscent of a guitar, piano, trumpet and paint bottles are crushed with a hydraulic press, was criticized.
The corporate obtained fast response from designers, musicians, photographers and filmmakers. “It's not okay to destroy the human expertise,” mentioned actor Hugh Grant.
Different gadgets pulverized included an Indignant Hen statue and an arcade cupboard.
“Creativity is in Apple's DNA, and it's extremely vital for us to design merchandise that empower creators around the globe,” Tor Myhren, the corporate's vp of selling communications, instructed AdAge. Our objective is to at all times recognize the methods customers categorical themselves and convey their concepts to life by way of iPad. “We missed the mark with this video and for that we’re very sorry.”
Meet the brand new iPad Professional: the thinnest product we’ve ever created, essentially the most superior show we’ve ever produced, with the unimaginable energy of the M4 chip. Simply think about all of the issues it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook dinner (@tim_cook) Might 7, 2024
