Earlier this week, Apple presented the iPad Pro of the newest generation. To advertise the new gadget, the business released a “crush” advertisement. In the advertisement, books, musical instruments, art supplies, and other items connected to human creativity are crushed by an industrial-sized hydraulic press.
The Cupertino-based corporation has now apologized for the advertisement after receiving negative feedback on social media.
Apple allegedly apologized to Ad Age for its most recent advertisement, stating that it fell short of expectations.
Tor Myhren, vice president of marketing communications at Apple, said in a statement to Ad Age that “we design products that empower creatives all over the world because creativity is in our DNA at Apple.” Our mission is to consistently highlight the diverse ways that iPad users express themselves and realize their ideas. We apologize; we feel that this video fell short.
Ad critics on social media dubbed it “destructive.”
Tim Cook, the CEO, posted the commercial on the X platform. Cook shared the advertisement on social media, writing, “Introducing the new iPad Pro: the thinnest product we’ve ever made, the most sophisticated display we’ve ever made, with the amazing power of the M4 chip.” Just consider all that it will be utilized to produce.
The advertisement has drawn criticism from social media users who label it as “destructive” and allege it uses “crushing symbols of human creativity and cultural achievements to appeal to pro creators.”
Over a million people have watched the advertisement on Apple’s YouTube channel. The video is currently available on both platforms.
The advertisement was made internally by Apple, according to Ad Age. It hasn’t yet been featured in any paid media. It has been reported that Apple has canceled its TV ad plans.
