Ad Age reports that Apple has issued an apology for the "Crush" advertisement promoting the iPad Pro

Ad Age magazine stated that Apple issued an apology on Thursday, May 9, in response to criticism over a commercial for its most recent iPad Pro model that featured an animation depicting musical instruments and other icons of creativity being crushed.

"Our mission is to consistently highlight the diverse ways that iPad users express themselves and realize their ideas. Ad Age cited the iPhone manufacturer as stating, "We apologize for not hitting the mark with this video.

An Apple representative referred questions about the allegation to Ad Age but declined to comment more.

CEO Tim Cook posted the "Crush" ad on social networking platform X, and it has received over a million views on Apple's YouTube channel. It displays a range of artistic instruments and artifacts being crushed by an industrial crusher, including paint, a camera, a guitar, and a piano.

The newly released iPad is then revealed by the crusher, signifying the extent of the new, thinner model's capabilities.

Internet users berated the advertisement for being insensitive and an unwanted shift from the company's previous branding strategy, which positioned its brand as nonconformist, amiable, and the antidote to a gloomy, colorless future.

Actor Hugh Grant remarked on X that the advertisement demonstrated "the destruction of the human experience courtesy of Silicon Valley."

The computer giant with headquarters in Cupertino, California, debuted the tablet on Tuesday, introducing a new processor for artificial intelligence computing as it tries to overtake its Big computer competitors in the fight to become the market leader in this burgeoning technology.

News source:

https://www.rappler.com/technology/apple-apologizes-ipad-pro-crush-ad-ad-age/

Image source:

https://www.rappler.com/tachyon/2024/05/apple-crush-ad.png?resize=2648%2C1532&zoom=1