Apple apologizes for its “missed the mark” iPad Pro “Crush” advertisement

May 10, California [US]: According to Variety, Apple has apologized after a commercial for its most recent iPad Pro model provoked backlash from several creative firms and people in Hollywood.

The brand-new commercial set, Crush!, has a massive hydraulic press that is shown physically crushing a variety of objects, including books, paint cans, musical instruments, televisions, and cameras. The ad ends with a stress ball with a yellow emoji blowing up.

“Introducing the new iPad Pro—the tiniest device we’ve ever made, the most sophisticated display we’ve ever made, and the M4 chip’s amazing power. Along with the new advertisement, Apple CEO Tim Cook tweeted, “Just imagine all the things it’ll be used to create,” on the social networking site X on May 7.

According to Variety, some are seeing the internet giant’s commercial more as a “visual depiction of the tech industry’s devastation of cultural industries.”

“The experience of humanity is being destroyed. Biggest Fan of Silicon Valley,” actor Hugh Grant said about X. Using Cook’s tweet as a quote, actress and filmmaker Justine Bateman asked, “Truly, what is wrong with you?”

According to CNN, Apple has issued an apology for “missing the mark” in the video commercial, claiming that it did not fully achieve its objective of uplifting and honoring artists.

“At Apple, creativity is in our DNA, and we place a great deal of importance on designing products that enable creatives everywhere. According to Tor Myhren, vice president of marketing communications at Apple, “Our goal is to always celebrate the myriad ways users express themselves and bring their ideas to life through the iPad.” Myhren also spoke with AdAge. “We missed the mark with this video, and we’re sorry.”

AdAge reported, citing CNN, that Apple no longer intends to air the commercial on TV.

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