The stumbles from America’s most profitable company keep coming, worrying investors and leaving its massive consumer base hungry for true innovation.
In its latest misfire, Apple pulled a new ad campaign less than 24 hours after it launched on Friday, June 20. The seven-and-a-half–minute video, titled “The Parent Presentation,” starred Saturday Night Live writer and comedian Martin Herlihy.
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Styled more like a short film than a commercial, it featured Herlihy giving students advice on how to convince their parents to buy them a Mac instead of a PC. Apple even released an 81-page slide deck to go with it, listing 45 humorous reasons why a Mac is ideal for college.
But a lot can go wrong in seven minutes — and in this case, it did. Social media users quickly criticized the ad as awkward and out of touch, calling it one of the worst campaigns Apple had ever released. One Reddit user wrote, “This is one of the worst advertisements I’ve ever seen. It’s actually shockingly bad. It cannot be explained away by having a ‘style’ or some such,” while another negatively compared it to a previous Apple ad featuring AI-generated birthday greetings from a forgetful mom.
Apple responded by quietly removing the video from YouTube, X and its own website but has yet to issue an official statement.
Frustrations build around Apple over marketing and AI
This marks the fourth Apple ad pulled in just over a year. In 2023, the company pulled an iPad Pro commercial after backlash over imagery that showed symbols of creativity, such as musical instruments and video games, being crushed by a giant hydraulic press.
In late 2024, Apple removed a 10-minute ad featuring Thai coworkers using its devices after facing criticism from Thai lawmakers for relying on outdated clichés. And earlier this year, Apple pulled a promotional campaign for an AI-powered Siri once it became clear that those features wouldn’t launch anytime soon. That led to one of the most intense reactions yet: Apple stock dropped nearly 5% the following trading day.
Much of the frustration stems from what Apple promised at its Worldwide Developers Conference (WWDC 2024) last year. There, it unveiled “Apple Intelligence” as a major leap forward, showcasing features like Siri’s ability to understand context and track app usage across devices. But those features were delayed, and the company has struggled to shake the perception that it’s falling behind in AI at a time when competitors like Google and OpenAI are sprinting ahead.
Apple analysts such as Ming-Chi Kuo and John Gruber have voiced concerns.
“Given the accelerating pace of the AI industry, Apple risks falling further behind competitors if it doesn’t significantly increase investments,” Kuo said.
Apple’s stock has reflected that sentiment, falling about 17% year-to-date.
However, Apple’s challenges go beyond missed deadlines. The company is also navigating a moment of uncertainty in leadership and direction. The long shadow of former design chief Jony Ive still hangs over the company, especially now that he’s working with OpenAI on a rival AI device. Meanwhile, CEO Tim Cook has yet to name a successor. In a recent Wired interview, the 64-year-old said he’ll lead Apple “until the voice in my head says, ‘It’s time.’” That ambiguity has fueled speculation and anxiety on Wall Street.
Perplexity AI keeping hope alive for Apple
There is, however, a potential bright spot. According to Bloomberg, Apple has held internal talks about acquiring Perplexity AI, a fast-growing AI search engine startup. The reported deal — estimated at around $14 billion – would be Apple’s most ambitious acquisition ever. Analysts at Bank of America see strategic benefits for Apple, suggesting that it could help improve Siri, boost Apple’s AI credibility and even open up new ad revenue streams.
Betting against Apple still a risky game
Despite recent setbacks, betting against Apple has historically been a bad call. Time and again, the company has rebounded stronger than before. If you had invested $1,000 in Apple stock in 2010, it would be worth over $18,000 today — even with recent dips.
Longtime Apple analyst Gene Munster believes the company still has a runway: “Investors will be left asking the question, how long does $AAPL have before they start losing customers? My take is at least two years.”
And Apple fans aren’t abandoning ship just yet. While “The Parent Presentation” ad drew plenty of criticism, some viewers found it relatable. One redditor summed it up: “I thought it was funny but this type of humor is up my alley. Get why it may not appeal to the masses.”
Although the video is no longer available, the full 81-page presentation remains accessible for download on Apple’s College Students page — buried at the bottom, but still live.
