Apple issued an apology on Thursday after facing backlash over an advertisement for its latest iPad Pro model. The ad, titled “Crush,” depicted musical instruments and other symbols of creativity being destroyed by an industrial crusher. The company acknowledged that they had “missed the mark” with the video and expressed regret for the insensitivity portrayed.
The advertisement, which has garnered over a million views on Apple’s YouTube channel, was shared by CEO Tim Cook on social media. However, online commenters criticized the ad for being a departure from the company’s usual brand positioning as nonconformist and human-friendly.
Actor Hugh Grant took to social media platform X to express his disapproval, stating that the ad symbolized “the destruction of the human experience courtesy of Silicon Valley.” Despite the controversy, Apple proceeded with the unveiling of the new iPad Pro, highlighting its thinner design and upgraded displays.
The Cupertino-based tech giant emphasized the tablet’s new chip for artificial intelligence computing, as it aims to keep pace with its competitors in the tech industry. The iPad Pro is now available for order, with Apple touting it as “the thinnest Apple product ever.”
As Apple faces criticism for its controversial ad, the company is working to shift the narrative back to its innovative technology and user-friendly approach.