Apple Apologizes Following Backlash Over iPad Pro 'Crush' Ad

Photo : AP

Apple issued an apology on Thursday following a wave of criticism triggered by an advertisement promoting its latest iPad Pro model. The controversial ad, titled "Crush," depicted a series of musical instruments and other creative symbols being crushed by an industrial crusher, before revealing the new iPad Pro.

According to a report from Ad Age magazine, Apple expressed regret over the ad, stating, "Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we're sorry."

While an Apple spokesperson declined to comment further, they directed inquiries to the Ad Age report.

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The ad, which garnered over a million views on Apple's YouTube channel and was shared by CEO Tim Cook on a social media platform, faced swift backlash. Many online commenters condemned it as insensitive and a departure from Apple's traditional brand image, characterized by nonconformity and human-centric values.

Notably, actor Hugh Grant criticized the ad on social media, decrying it as indicative of "the destruction of the human experience courtesy of Silicon Valley."

The unveiling of the new iPad Pro coincided with Apple's announcement of enhanced features, including a new chip for artificial intelligence computing. The tech giant emphasized upgraded displays and touted the device as "the thinnest Apple product ever." The iPad Pro became available for order on Thursday, signaling Apple's aggressive push to remain competitive in the rapidly evolving tech landscape.