TECH

Apple apologizes for iPad Pro 'Crush' ad after massive backlash

Apple's 's Crush' ad

Apple has abandoned plans to run its infamous iPad Pro “Crush” ad, apologizing for its insensitivity to artists.

Apple unveiled the new iPad Air and iPad Pro lineup at an Apple event on Tuesday. The event also unveiled a new iPad Pro commercial called “Crush.”

The one-minute commercial features paint, guitars, toys, sculptures and more being crushed by a hydraulic press, which is then raised back up to reveal an iPad Pro. The artists were quick to point out that the ad was insensitive – — and more than a little creepy.

Although the ad was meant to highlight how many features were packed into Apple's thinnest product ever, many creatives saw it as more of an allegory for technology crushing human creativity.

Now the Cupertino company apologizes to its consumers and plans to stop advertising on television.

“Creativity is in our DNA at Apple, and it's incredibly important to us to create products that empower creative people around the world,” said Thor Mühren, the company's vice president of marketing communications, in a statement. received Age of advertising.

“Our goal is always to celebrate the many ways users express themselves and bring their ideas to life using iPad. We missed the mark in this video and we are very sorry.”

“Crush” is not the first time in recent history that Apple has been criticized.

During the iPhone 15 presentation in September, Apple showed a five-minute comedy sketch designed to highlight the company's efforts to protect the environment. Instead, most viewers found the ad clunky and repetitive.

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