Alongside the new ultra-thin iPad Pro this week, Apple debuted a new “Crush!” ad to promote the new hardware. The ad has been the subject of much criticism over the last two days, as we reported on Thursday morning.
Apple has now responded to this criticism, issuing a public apology to Ad Age saying it “missed the mark with this video.”
The “Crush” ad depicts the crushing of musical instruments, paints, camera lenses, books, movie characters, sculptures, and more. The idea is that this type of creative work can also be accomplished with an iPad, but the concept didn’t go over well with creators at all.
In a statement to Ad Age on Thursday, Tom Myhren, Apple’s VP of marketing communications, apologized for the spot:
lockquote class=”wp-block-quote is-layout-flow wp-block-quote-is-layout-flow”>“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. 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.” lockquote>
The “Crush” ad was posted to Tim Cook’s Twitter account and Apple’s YouTube channel on Tuesday. The ad “had not received any paid media” yet, and Apple now says that its plans to run the ad on TV have been cancelled. As of right now, the video is still live on both platforms.
Disclaimer
We strive to uphold the highest ethical standards in all of our reporting and coverage. We StartupNews.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It’s possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.
