Apple Apologizes For iPad Pro 'Crush' Ad, Ad Age Says
Ad Age magazine has stated that Apple issued an apology on May 9 following backlash over an ad featuring an animation depicting musical instruments and other icons of creativity being destroyed.
“Our mission is to consistently highlight the diverse ways that iPad users express themselves and realize their ideas. We apologize for not hitting the mark with this video, the iPhone manufacturer told Ad Age.
An Apple representative referred questions about the allegation to Ad Age but declined to comment more.
CEO Tim Cook uploaded the “Crush” ad on social networking platform X, and it has received over a million views on Apple’s YouTube page. 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.
Read more: Apple Nears Deal With OpenAI To Integrate ChatGPT In iPhone: Report
Internet users berated the advertisement for being callous and an unwanted shift from the company’s previous branding strategy, which positioned its brand as human-friendly, nonconformist, and the antidote to a bleak, colorless future.
Actor Hugh Grant wrote on X that the advertisement demonstrated “the destruction of the human experience courtesy of Silicon Valley.”
The tech giant with headquarters in Cupertino, California, unveiled the tablet on May 7 including a new chip designed for artificial intelligence computing. The company is racing to overtake its Big Tech competitors in this developing technology race.
The iPad Pro, which went on sale on May 9, boasts improved displays and is billed by Apple as “the thinnest Apple product ever.”
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