Apple Apologies for “Crush!” Ad for iPad Pro

| Updated on 13 May 2024

So, destruction is not the best way to introduce a new product or illustrate creativity. 

This is what the internet has been feeling for the past couple of days. Apple learned its lesson the hard way when it faced significant backlash for its new iPad Pro ad. 

Earlier this week, Apple announced the new iPad Pro with M4 Chip. With this, they’ve released an ad for the new tablet. In the ad, a wide collection of creation tools, like guitars, cameras, paints, sculptures, and even emojis are destroyed using an industrial-grade crusher. And when the crusher finishes with the process, the steel retracts and reveals a new iPad Pro in its place. 

You can watch the video here.  

The idea here is that you don’t need any of these things in your life, iPad Proo is more than enough with a new powerful M4 chip. 

Apple played this creative ad at their Let Loose event on May 7. It did not sit well with the audience as they thought that Apple was trying to destroy human history. 

The company faced a lot of backlash for this even celebrated actor Hugh Grant tweeted about it. He reposted the ad shared by Tim Cook, Apple CEO stating “The destruction of the human experience. Courtesy of Silicon Valley.”

Now, Apple’s VP of Marketing Communications Tor Myhren told Ad Age, that it would not air the ad on TV. He also added that “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through the iPad. We missed the mark with this video, and we’re sorry.”

This is a very rare apology from Apple as they don’t like to admit their mistakes. The ad is still available on YouTube for now. It remains to be seen whether they will remove it from YouTube as well or not.

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