https://www.theverge.com/2024/5/9/24153113/apple-ipad-ad-crushing-apology

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Apple apologizes for iPad 'Crush' ad that 'missed the mark'

Apple apologizes for iPad 'Crush' ad that 'missed the mark'

/

The company says 'we're sorry' after its ad was seen as dismissive by
the creatives Apple typically tries to court.

By Emma Roth, a news writer who covers the streaming wars, consumer
tech, crypto, social media, and much more. Previously, she was a
writer and editor at MUO.

May 9, 2024, 8:22 PM UTC

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Still image from the "Crush" iPad ad with the press fully closed and
only dripping paint and small debris visible outside.
Image: Apple

Apple has apologized after a commercial meant to showcase its
brand-new iPad Pro drew widespread criticism among the creative
community. In a statement provided to Ad Age, Tor Myhren, Apple's
vice president of marketing, said the company "missed the mark."

"Creativity is in our DNA at Apple, and it's incredibly important to
us to design products that empower creatives all over the world,"
Myhren told Ad Age. "Our goal is to always celebrate the myriad of
ways users express themselves and bring their ideas to life through
iPad. We missed the mark with this video, and we're sorry."

Related

  * Apple doesn't understand why you use technology
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On Tuesday, Apple introduced the M4-powered iPad Pro, which the
company described as its thinnest product ever. To advertise all the
creative possibilities with the iPad, it released a "Crush!"
commercial that shows things like a piano, record player, paint, and
other works flattening under the pressure of a hydraulic press. At
the end, only one thing remains: an iPad Pro.

The ad rubbed some creatives the wrong way. Hugh Grant called it a
"destruction of human experience," while Handmaid's Tale director
Reed Morano told Apple CEO Tim Cook to "read the room" in a post on
X. Apple didn't immediately respond to The Verge's request for
comment.

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