Apple is apologizing for an iPad Pro ad that was widely criticized when it debuted earlier this week.
The dystopian spot, titled “Crush,” shows several instruments, including a guitar and piano, being crushed by a hydraulic press. Also among the items that break flat are balls that look like emojis and Angry Birds figurines.
“Our goal has always been to celebrate the myriad ways users can express themselves and bring their ideas to life through iPad,” Apple’s marketing VP Tor Mairin said in an interview. Age of advertising. “We missed the mark with this video, and we’re sorry.”
Apple CEO Tim Cook Posted Spot on X (formerly Twitter) on Tuesday (it was also posted on YouTube).
“Meet the new iPad Pro: the thinnest product we’ve ever made, the most advanced display we’ve ever made, with the incredible power of the M4 chip. Just imagine all the things that could go into making it.” will be used for,” Cook wrote.
Upon its debut, the clip received immediate backlash, with social media followers asking why the company thought it was a good idea.
“I can’t relate to this video at all. It has no respect for creative equipment and makes fun of the creators,” one person wrote.
Another posted: “Crushing symbols of human creativity and cultural achievement to appeal to pro-creators, well. Maybe for the next Apple Watch Pro you should crush sports equipment, show a robot that walks faster than a human, then turns to the camera and says, ‘God is dead and we killed him.’
“This is a heart-wrenching, disgusting and egotistical ad. When I see this result, I’m ashamed to have bought Apple products for nineteen years,” wrote another.
In a story for , senior features editor Julian Sincton agreed with those sentiments.
“Indeed, at a time of bipartisan skepticism about tech and its disruptive impact on society — and, in the case of creative AI, its stark disregard for human creators — it seems more and more Designed to offend people,” Sancton wrote. Advertisement
Sancton added: “It seems that all this debacle is intended to … promote the release of a new, extra-slim iPad, when the clamps open again. You can imagine the pitch: ‘All human creation is an impossibility.’ has been compacted into a sleek tablet.’ But the end result feels like: ‘All human creation sacrificed to a lifeless gadget’.
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