{"id":3006,"date":"2024-05-11T11:40:18","date_gmt":"2024-05-11T11:40:18","guid":{"rendered":"https:\/\/digitaltradecenter.com\/index.php\/2024\/05\/11\/apple-apologises-for-crushing-musical-instruments-and-books-in-tone-deaf-ipad-pro-advert\/"},"modified":"2024-05-11T11:40:18","modified_gmt":"2024-05-11T11:40:18","slug":"apple-apologises-for-crushing-musical-instruments-and-books-in-tone-deaf-ipad-pro-advert","status":"publish","type":"post","link":"https:\/\/digitaltradecenter.com\/index.php\/2024\/05\/11\/apple-apologises-for-crushing-musical-instruments-and-books-in-tone-deaf-ipad-pro-advert\/","title":{"rendered":"Apple apologises for crushing musical instruments and books in \u2018tone-deaf\u2019 iPad Pro advert"},"content":{"rendered":"<div>\n<p>Apple has apologised for its new iPad Pro advert where it crushed cameras, books and musical instruments, saying it &#8220;missed the mark&#8221;. <\/p>\n<p>The advert &#8211; shared online by <strong>Apple<\/strong> chief executive Tim Cook &#8211; also featured creative tools such as a record player and a metronome being crushed in an industrial press.<\/p>\n<div class=\"sdc-site-outbrain sdc-site-outbrain--AR_6\" aria-hidden=\"true\" data-component-name=\"sdc-site-outbrain\" data-target=\"\" data-widget-mapping=\"\" data-installation-keys=\"\">    <\/div>\n<p>It was intended to show off the wide range of tools that the thinnest ever iPad can be used for.<\/p>\n<p>But the <strong>advert came under fire<\/strong>, with actor Hugh Grant saying it showed the &#8220;destruction of the human experience. Courtesy of Silicon Valley&#8221;.<\/p>\n<p>In a statement, Apple&#8217;s vice president of marketing communications Tor Myhren said: &#8220;Creativity is in our DNA at Apple, and it&#8217;s incredibly important to us to design products that empower creatives all over the world.<\/p>\n<div class=\"ad ad--teads\">        <\/div>\n<p>&#8220;Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we&#8217;re sorry.&#8221;<\/p>\n<p>Songwriter Crispin Hunt called the advert &#8220;surprisingly tone-deaf&#8221; and said Apple &#8220;previously enabled and championed creativity&#8221;.<\/p>\n<p>Adam Singer, from advertising technology company AdQuick, called it the &#8220;(unintentional) perfect metaphor for today&#8217;s creative dark age&#8221;.<\/p>\n<p>&#8220;Compress organic instruments, joyful\/imperfect machines, tangible art, our entire physical reality into a soulless, postmodern, read-only device a multi-trillion dollar corporation controls what you do with,&#8221; he wrote on X.<\/p>\n<p>Sales for iPads dropped 17% for January to March compared to the same period a year ago. The tablets currently account for just 6% of the company&#8217;s sales.<\/p>\n<\/p>\n<div>This post appeared first on sky.com<\/div>\n<\/div>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple has apologised for its new iPad Pro advert where it crushed cameras, books and musical instruments, saying it &#8220;missed the mark&#8221;. The advert &#8211; shared online by Apple chief executive Tim Cook &#8211; also featured creative tools such as a record player and a metronome being crushed in an industrial press. It was intended <\/p>\n","protected":false},"author":1,"featured_media":3007,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":{"0":"post-3006","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-science"},"_links":{"self":[{"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/posts\/3006","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/comments?post=3006"}],"version-history":[{"count":0,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/posts\/3006\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/media\/3007"}],"wp:attachment":[{"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/media?parent=3006"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/categories?post=3006"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/tags?post=3006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}