APPLE’S latest iPad advertisement has been slammed as “annoying” and “smug” by fans.
The short commercial clip shows a young girl using an iPad who appears to have never heard of a computer before.
The girl is depicted using her new iPad Pro with friends and for school work, and then eventually returns to her back garden to relax.
A neighbour then asks the girl what she’s doing on her computer and, to everyone’s surprise, she says “What’s a computer?” – while holding an actual computer.
The ad seems to suggest that young people have never heard of a computer, despite expert estimates suggest there are more than two billion desktop and laptop computers in use globally.
It’s also an odd statement, given that searching Apple’s own official website alone for the term “computer” brings up no less than 40.5 million search results.
The ad is obviously intended to show that young people are growing up with new technologies, and may be more familiar with an iPad than a traditional desktop PC or Mac.
But it’s obviously not the case, as irate ad viewers have pointed out:
One angry Twitter user wrote: “It’s like we are supposed to believe that this girl doesn’t know that an iPad is a computer…DUH!!”
They continued: “It is annoying as hell and too smug for its own good.”
Another said: “Everything about this advert winds me up! The poor girl has been directed to act smug and superior to everyone because you don’t own a computer, you own an iPad, good on you!”
A digital marketer called Brett Elliot said: “It’s annoyingly out of touch. Like Apple smugly believes that they’re on the cusp of changing the world’s lexicon for computer to their product.”
He added: “I feel bad for the girl though. People hate her now, and she’s just trying to get an acting career going.”
Fortunately for Apple, some people seem to have taken the ad well:
The ad originally debuted in late 2017, and has since been doing the rounds online and on TV.
In its description, Apple writes: “With iPad Pro + iOS 11, a post-PC world may be closer than you think.”
Apple first launched the iPad Pro in September 2015. The oversized tablets feature high-end specs and are mostly intended for power users.
The iPad Pro is more expensive than a standard iPad, and will set you back at least £619 for the cheapest model.
Meanwhile, the top version sells for a lofty £1,249, which is pricier than some Apple MacBook computers.