Apple Apologizes for New iPad Pro 'Crush' Ad

Apple has issued an apology following the backlash against its new 'Crush' ad, used to unveil the next-generation M4 iPad Pro.

First shown during its 'Let Loose' special event, the ad features a giant crusher that slowly descends to flatten an array of creative tools and objects (guitar, piano, sound board, paints, camera, etc). When the crusher retracts, a new thinner iPad Pro is revealed.




Critics found the ad distasteful, noting that the destruction of these objects is representative of how technology is crushing human creativity.

Here are just a few of the brutal comments on Tim Cook's share of the video on X:

@JuddBaroff: "I'm not sure 'wanton destruction of all the good and beautiful things is this world' was really the vibe you were trying for."

@akiroom: It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I'm ashamed to buy Apple products since nineteen years.


@usaotoday: I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators.

@primalpoly: This is the most ghoulish, tone-deaf ad I've ever seen in my life. Fire all of your marketers. This is utterly catastrophic for your brand.

@oldbooksguy: Everything beautiful, charming, and analog will be destroyed by a flat black screen. You must never see a sculpted bust. Never hear music from an actual instrument. Never feel the texture of real things. A silicon slab (and Tim Cook) will permanently stand between u and the world.

Ad Age is now reporting that Apple has dropped plans to run the commercial on TV. In a statement to the site, Apple apologized to customers for missing the mark.

"Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world," said Tor Myhren, the company's VP of marketing communications. "Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we're sorry."

As of now the ad is still available on X and YouTube. You can watch it here:
● Apple Posts First Ad for Thinner iPad Pro: Crush! [Video]

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