Video of Apple's new iPad generates controversy; understand

Earlier this month, the Apple announced the launch of the new iPad Pro. The product draws attention for bringing new features and an innovative design, in addition to, according to the brand, meeting the sustainability parameters established by it. However, the latest promotional video for the new iPad, published by the CEO Tim Cook, is seen by many as contrary to the environmental proposal defended by the brand in recent years.

iPad Pro launch campaign

In the video, various new electronic equipment, books, musical instruments and objects related to artistic production are crushed by a hydraulic press to make way for the iPad Pro. The idea implicit in the video is that the iPad can replace all crushed items, concentrating all creative resources on a single device.

In the caption, Tim Cook describes the iPad Pro as “the thinnest product we’ve ever created, the most advanced screen we’ve ever produced, with the incredible power of M4 chip. Imagine all the things it will be used to create.”. 

In the comments of the publication, many people questioned the CEO about the symbolism behind the video, where destroying creativity tools to condense them into a digital device is not the best way to advertise an iPad. One of the users said: “I'm a creator, a traditional artist, a Macintosh user for many years, but I never understood why I would need an iPad, and this destruction is extremely unpleasant and I would never convince myself otherwise.” [translated comment]. 

After the bad repercussion of the video, Apple's vice president of marketing communications, Tor Myhren, said in an interview with Ad Age that the brand made a mistake and regrets it. 

Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives around the world. Our goal is to always celebrate the endless ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video and we are sorry.

Tor Myhren, vice president of marketing communications at Apple

Promise of environmental responsibility

In 2021, Apple announced the project apple 2030, whose name refers to the 2030 Agenda da United Nations (UN). This agenda establishes goals and objectives for countries to develop sustainably.

Along the same lines, the North American company has set goals for the sustainable production of all its products, including the new iPads. A Apple chose to replace traditional raw materials with recycled and renewable materials, in addition to using clean energy, with the aim of eliminating carbon dioxide emissions by 2030.

In total, 175 Apple suppliers will transition to using renewable energy, and the company and its suppliers will generate more than 9 gigawatts of clean energy globally. These measures will prevent the emission of 18 million tons of CO2 equivalent per year, which corresponds to removing more than four million cars from circulation annually.

Apple 2030 Project

In 2023, the multinational reinforced its commitments to sustainable development. In one of the initiatives, the Apple released a video in which it 'invites' Mother Nature to a meeting to present the company's innovations in sustainability.

New iPad Pro 

O new iPad Pro, released this month, is the new bet of Apple . The tablet is equipped with the processor M4 — Apple's latest generation chip, dual-layer OLED screen and offers up to 2TB of internal storage. In addition to its technological features, the iPad draws attention for its 5,1 mm thickness and for being very light, weighing 445 grams in the 11-inch model and 579 grams in the 13-inch version.

According to Apple, the iPad Pro It is made with 100% recycled raw materials, such as the aluminum used in the structure, magnets, gold and even the tin used in soldering various printed circuit boards.

“The new iPad Pro meets Apple's high standards for energy efficiency and is free of mercury, brominated flame retardants, and PVC. The packaging is made from 100% fiber, which brings Apple closer to its goal of eliminating plastic from all packaging by 2025.”, describe.

What did you think of the announcement of the new tablet? Tell us here in the comments.

Source: Apple

See also: 

New iPad Pro (2024) is launched with Apple's M4 processor

Apple M4: new chip announced during iPad event

reviewed by Glaucon Vital in 13 / 5 / 24.