The tech giant seemingly heard the message loud and clear. In a statement made to AdAge, Apple acknowledged that the ad failed to meet its goal of empowering creators. Tor Myhren, the company's VP of marketing communications said, 'Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world... We missed the mark with this video, and we're sorry.'
"I'm not sure 'wanton destruction of all the good and beautiful things is [sic] this world' was really the vibe you were trying for," said one user in response. Another highlighted the way this advert sits in contrast with an iconic Apple ad of the past: "Forty years ago, Apple released the 1984 commercial as a bold statement against a dystopian future. Now you are that dystopian future. Congratulations."
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