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

May 10, 2024, 01:39 AM

Apple has issued an apology for its recent iPad Pro advertisement, which depicted various creative tools and objects being destroyed by a hydraulic press to reveal the new iPad Pro. The ad, titled 'Crush,' faced intense backlash from the creative community, leading Apple to cancel its planned TV campaign and publicly apologize. The company acknowledged that the advertisement 'missed the mark' in its attempt to celebrate creative expression through its product. This response marks a rare instance of Apple retracting an ad campaign due to negative reception.