Official Apple announcements or credible business news reports

Apple Apologizes for iPad Pro 'Crush' Ad After Backlash, Cancels TV Broadcast

May 9, 2024, 11:28 AM

Apple recently faced significant backlash for its new iPad Pro advertisement, which depicted various creative tools and objects being destroyed by an industrial crusher to reveal the new device. The ad, titled 'Crush', was criticized for its portrayal of crushing cherished creative instruments and tools, which many viewed as a metaphor for technology's overpowering impact on creativity. The controversy led to widespread criticism across social media and various platforms, with users and celebrities alike expressing their displeasure. In response to the backlash, Apple issued an apology, acknowledging that the ad 'missed the mark' and announced that it would not air the ad on television as initially planned.