May 27, 2024
Apple Apologizes for New iPad Pro 'Crush' Ad

Apple Apologizes for New iPad Pro 'Crush' Ad

Posted May 9, 2024 at 11:43pm by iClarified
Apple has issued an apology following the backlash against its new 'Crush' ad, used to unveil the next-generation M4 iPad Pro.

First shown during its 'Let Loose' special event, the ad features a giant crusher that slowly descends to flatten an array of creative tools and objects (guitar, piano, sound board, paints, camera, etc). When the crusher retracts, a new thinner iPad Pro is revealed.

Apple Apologizes for New iPad Pro 'Crush' Ad

Critics found the ad distasteful, noting that the destruction of these objects is representative of how technology is crushing human creativity.

Here are just a few of the brutal comments on Tim Cook's share of the video on X:

@JuddBaroff: "I'm not sure 'wanton destruction of all the good and beautiful things is this world' was really the vibe you were trying for."

@akiroom: It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I'm ashamed to buy Apple products since nineteen years.

@usaotoday: I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators.

@primalpoly: This is the most ghoulish, tone-deaf ad I've ever seen in my life. Fire all of your marketers. This is utterly catastrophic for your brand.

@oldbooksguy: Everything beautiful, charming, and analog will be destroyed by a flat black screen. You must never see a sculpted bust. Never hear music from an actual instrument. Never feel the texture of real things. A silicon slab (and Tim Cook) will permanently stand between u and the world.

Ad Age is now reporting that Apple has dropped plans to run the commercial on TV. In a statement to the site, Apple apologized to customers for missing the mark.

"Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world," said Tor Myhren, the company's VP of marketing communications. "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."

As of now the ad is still available on X and YouTube. You can watch it here:
Apple Posts First Ad for Thinner iPad Pro: Crush! [Video]

Please download the iClarified app or follow iClarified on Twitter, Facebook, YouTube, and RSS for more Apple updates.

Apple Apologizes for New iPad Pro 'Crush' Ad
Add Comment
Would you like to be notified when someone replies or adds a new comment?
Yes (All Threads)
Yes (This Thread Only)
iClarified Icon
Would you like to be notified when we post a new Apple news article or tutorial?
Comments (5)
You must login or register to add a comment...
Griesel - May 11, 2024 at 8:40pm
No wonder we now have warning labels on car batteries to not drink the contents. But if an ‘’’’artist’’’’ does something mindblowingly stupid, we should embrace it and praise the genius behind it. Time for these people to get out of the basement. It is an ad for crying out load - do you actually see what Apple was trying to portrait? Apparently not.
Brit.Brat - May 11, 2024 at 9:44pm
I’ve lmaooooo on the “don’t drink on the battery content!” label…. Good one! Hahaha 🤣🤣🤣
Brit.Brat - May 11, 2024 at 6:11pm
Geeeezzz people it’s just a bloody advert! “Trying to crush creativity” blah blah - grow up! Being creative is inherent to the individual. It’s either you have it or not!
McApple1 - May 11, 2024 at 3:37am
I’ll still take it any day over the churned muck that is any company that tries too hard to get dirt on the company (kind of like the Lumia that insulted the iPhones for not including colorful options when this was around 2013) and cares about nothing more than their ego.
Xtoast - May 10, 2024 at 10:34am
Funny, I found it creative and entertaining
Recent. Read the latest Apple News.
Tutorials. Help is here.
Where to Download macOS Monterey
Where to Download macOS Ventura
AppleTV Firmware Download Locations
Where To Download iPad Firmware Files From
Where To Download iPhone Firmware Files From
Deals. Save on Apple devices and accessories.