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Apple Cancels 'Crush' iPad Ad, Apologizes for Misstep, Acknowledges Error

May 9, 2024, 08:44 PM

Apple has issued an apology and decided not to air its controversial 'Crush' iPad Pro advertisement on television following significant backlash. The ad, which depicted various creative tools such as musical instruments and art supplies being crushed by a hydraulic press, was intended to demonstrate the consolidation of multiple functionalities into the iPad. However, it was widely criticized for symbolizing the destruction of creativity and received negative reactions from both the public and celebrities. Apple's VP of Marketing Communications, Tor Myhren, acknowledged that the company had 'missed the mark' with the ad, stating, 'We missed the mark with this video, and we’re sorry.'