Apple’s iPad Ad Sparks Controversy Over Hydraulic Press Misuse

A tool traditionally seen as a metalworker’s asset, the hydraulic press, was recently cast in a negative light due to Apple’s controversial promotional campaign.

In a video promoting the iPad Pro, Apple attempted to demonstrate the tablet’s role as a creative tool by depicting a hydraulic press crushing various objects. However, the response from social media was swift and critical. Many viewers were offended by the imagery, feeling that it diminished the value of human ingenuity in crafting products and fostering creativity. The inclusion of musical instruments being destroyed under the press particularly angered music enthusiasts, who felt that this act was disrespectful to the art form.

Facing widespread backlash, Apple issued a public apology on Thursday via a statement on Ad Age’s website. Tor Myhren, Apple’s vice president of marketing communications, acknowledged the misstep, stating, «At Apple, creativity is core to everything we do, and we strive to create products that support and inspire creatives globally. Unfortunately, our recent video failed to convey this message properly, and for that, we are truly sorry.»

As the company seeks to mend its relationship with its audience, it might also reconsider its portrayal of the hydraulic press. Though it has become popular on platforms like YouTube for crushing various items in the name of entertainment, the true purpose of this powerful machine has long been to assist in metalworking and manufacturing, not to serve as a symbol of destruction.

The True Purpose of the Hydraulic Press

Those with a background in engineering or manufacturing know that the hydraulic press plays an essential role in shaping and manipulating metal components.

As explained by scienceabe.com, this machine operates based on Pascal’s Principle, first introduced by French mathematician Blaise Pascal in the 17th century. The principle asserts that a change in pressure within an enclosed fluid is evenly distributed throughout the fluid, allowing hydraulic presses to exert immense force through a system of cylinders. This pressure can be used to compress, bend, and shape metal materials.

Joseph Bramah, an English inventor, created the hydraulic press in 1795, and it has since become a crucial tool in manufacturing. According to Wikipedia, these presses are widely used for tasks like forging, molding, punching, and deep drawing in metalworking processes. They are also integral to more specialized applications, such as rubber pad forming and powder compaction.

In addition to its versatility, the hydraulic press is also valued for its efficiency. Compared to mechanical presses of similar strength, hydraulic presses require less space, making them a practical solution in many manufacturing environments. They allow manufacturers to produce intricate designs and maximize material usage, proving their worth far beyond the viral trend of crushing objects for entertainment.

Apple’s ill-considered use of this machine may have sparked criticism, but the legacy of the hydraulic press as a force for innovation and progress in manufacturing remains undiminished.