Apple has issued an apology following backlash from the creative community over its latest advertisement for the new iPad Pro. The commercial, intended to highlight the iPad’s creative capabilities, instead struck a discordant note with its audience.
In a candid admission to Ad Age, Tor Myhren, Apple’s Vice President of Marketing, expressed regret over the misfire. “Creativity is in our DNA at Apple, and we strive to design products that empower creatives globally,” Myhren said. “Our intention is always to celebrate the diverse ways in which our users express themselves and bring their ideas to life with the iPad. We missed the mark with this video, and for that, we are sorry.”
Controversial advertisement details
The advertisement, dubbed “Crush!” was unveiled on Tuesday alongside the launch of the M4-powered iPad Pro, touted by Apple as its thinnest device to date. The commercial featured various artistic tools and mediums, such as a piano, a record player, and paint tubes being flattened under a hydraulic press. The only item left unscathed was the iPad Pro, a metaphor meant to illustrate its robustness and versatility in creative processes. However, this portrayal did not resonate well with the intended audience.
The ad was met with criticism from notable figures in the arts and entertainment industries. Actor Hugh Grant described the advertisement as a “destruction of human experience,” highlighting a perceived insensitivity to the artistic process. Reed Morano, director of ‘The Handmaidโs Tale’, addressed Apple CEO Tim Cook directly, advising him to “read the room” in a post on the social media platform X.
