Following a wave of criticism, Apple has publicly apologized for its latest iPad Pro advertisement titled “Crush!” The ad, intended to promote the new ultra-thin iPad Pro, sparked outrage among viewers, leading the tech giant to acknowledge that the concept was poorly received and misunderstood. Here are the details of what happened and Apple’s response to the controversy.
Apple Apologizes for Misleading iPad Pro Ad In the “Crush!” advertisement, a variety of objects—including musical instruments, paint, camera lenses, books, film characters, and sculptures—are shown being crushed. The intent behind the ad was to demonstrate the iPad’s capability to create and innovate in various artistic fields. However, the concept backfired, as many viewers perceived it as destructive and distasteful, rather than a celebration of creativity.
Tor Myhren, Apple’s Vice President of Marketing Communications, spoke to Ad Age, stating, “Creativity is in Apple’s DNA, and it’s crucial for us to empower creative work around the world. We always want to celebrate how users can express themselves and bring their ideas to life with the iPad. With this video, we missed the mark, and we apologize for that.”
Myhren’s apology acknowledges the disconnect between the ad’s intent and its reception, emphasizing Apple’s commitment to fostering creativity. The controversy surrounding the “Crush!” ad serves as a reminder of the fine line between innovation and misinterpretation, even for a company as experienced in marketing as Apple.
