By Julie Clover
In introducing the new iPad Pro M4 models, Apple showed off a video of a hydraulic press shredding all sorts of creative tools, including musical instruments, electronic equipment, arcade games, paints and brushes, computers, cameras and more. , with the goal of demonstrating how the iPad is all the tools in one device.
The ad was a play on popular videos about hydraulic presses popular on social networks. , but creatives found the concept to be in poor taste. Actor Hugh Grant called the ad a “ruin of the human experience,” director Reed Morano told Apple to “read the room” and called it “truly psychotic,” and Basecamp CTO David Heinemeier Hansson said it “symbolizes everything that has ever been everyone has it”. hated digitization.”
Crush ad backlash prompted Apple to apologize. In a statement to Ad Age Apple Vice President of Marketing Thor Myhren said the video ultimately “missed the mark.”
Creativity is in our DNA at Apple, and it's incredibly important to us to design products that work. that empower creative people everywhere. Our goal is to always celebrate the many ways users express themselves and bring their ideas to life using iPad. We missed the mark with this video.
Apple has left the Crush video on its YouTube channel, but the ad will not be shown on television.
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