Apple says sorry – level 3

14-05-2024 15:00

Apple recently issued an apology following negative feedback about an advert. The one-minute commercial depicted the destruction of various creative tools by a hydraulic press.

The video was meant to demonstrate how creativity had been compressed into the latest iPad; however, it received criticism for not empowering creatives as intended. Celebrities like Hugh Grant and Justine Bateman expressed shock at the destruction depicted.

Apple’s marketing boss acknowledged the misstep and expressed regret. The company’s CEO, Tim Cook, faced criticism for a related social media post. Despite aiming to highlight the new tablet’s features, the ad was seen as potentially hindering creativity. Critics worried about the impact of technology on artistic expression.

Difficult words: creative (an informal word for a person whose job involves creative work), misstep (a mistake or error), hinder (to cause delay or difficulty).

You can watch the video news lower on this page.

What was the criticism Apple faced for their commercial and how did it contradict their intended message?


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