Apple issued an apology following widespread criticism of its recent commercial promoting the new iPad Pro. Tor Myhren, Apple’s vice president of marketing, acknowledged that the company had “missed the mark” with the ad.
In a statement to Ad Age, Myhren emphasized Apple’s commitment to creativity and the empowerment of users worldwide. He expressed regret for the video’s reception, 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.”
The controversial commercial, titled “Crush!”, showcased the M4-powered iPad Pro as Apple’s thinnest product ever. However, it depicted various objects, including a piano, record player, and paint, being flattened by a hydraulic press, leaving only the iPad Pro intact.
The ad drew criticism from creatives, with some labelling it a “destruction of human experience.” Notable figures like Hugh Grant and Reed Morano, director of Handmaid’s Tale, expressed their discontent. Morano even urged Apple CEO Tim Cook to “read the room.”
