Apple faced criticism and backlash over a short advertising video promoting the company’s new iPad Pro tablet, prompting an apology from Apple marketing VP Tor Myhren. The ad, posted by Apple CEO Tim Cook on social media, showed creative tools being crushed by a hydraulic crusher until all the objects were compressed into the tablet. Many viewers found the destruction of the tools offensive and felt that the ad made Apple appear out of touch. The company has since decided not to run the ad on television and has expressed regret for missing the mark with the video.
Some critics of Apple suggested that the negative reaction to the ad reflected a decline in customer goodwill towards the company, as opposed to spreading Apple’s marketing message for free. Apple, a major advertiser closely linked with its longtime ad agency TBWAMedia Arts Lab, has had previous incidents where its ads have annoyed customers. In 2018, an iPad Pro spot featuring a child asking, “What’s a computer?” also received criticism. The tech giant has historically been known for innovative and effective marketing campaigns, making the negative reaction to this recent ad all the more noticeable.
The backlash against the iPad Pro ad highlighted the potential risks of creating content that is received poorly by customers and critics. In a highly competitive industry, maintaining a strong and positive brand image is crucial for companies like Apple. The company’s decision to issue an apology and pull the ad from television reflects a commitment to responding to customer feedback and addressing concerns. As a major player in the tech and advertising world, Apple’s misstep serves as a reminder of the importance of understanding and connecting with consumers in a meaningful way.
As Apple continues to navigate the complexities of advertising and branding in the digital age, it must also contend with the increasing influence of social media and online platforms in shaping public perception. The rapid spread of negative feedback and criticism surrounding the iPad Pro ad underscores the power of digital word-of-mouth in shaping public opinion. By acknowledging the shortcomings of their ad campaign and taking steps to rectify the situation, Apple demonstrates a willingness to listen to its audience and adapt its marketing strategies accordingly.
Moving forward, Apple may reassess its advertising approach and seek to better align its messaging with customer expectations and values. The company’s high-profile misstep with the iPad Pro ad serves as a valuable lesson in the importance of authenticity and integrity in marketing. As consumers become more discerning and vocal about the brands they support, companies like Apple will need to prioritize transparency and empathy in their communications. By learning from past mistakes and striving to connect with customers on a deeper level, Apple can strengthen its brand reputation and rebuild trust with its audience.
