Official announcements from Apple or credible news outlets

Apple Apologizes for 'Crush' iPad Ad, Cancels TV Campaign, No Paid Media

May 10, 2024, 02:10 AM

Apple has issued an apology for its controversial 'Crush' iPad Pro advertisement, which depicted musical instruments and art supplies being destroyed by a hydraulic press. The ad, intended to showcase the iPad Pro's capabilities, was criticized for its tone-deaf portrayal of creativity. Apple's VP of Marketing Communications, Tor Myhren, acknowledged the mistake, stating that the company 'missed the mark' with the video and confirmed that no paid media was involved. Consequently, Apple has decided not to air the advertisement on television. The company emphasized that celebrating user creativity through their products remains a core value, despite the misstep with this particular ad campaign.