Apple apologises for iPad Pro ‘Crush’ ad, Ad Age says

Apple apologised on Thursday after an commercial for its newest iPad Pro mannequin sparked criticism by displaying an animation of musical devices and different symbols of creativity being crushed, Ad Age journal reported.

“Our objective is to all the time have fun the myriad of the way customers specific themselves and convey their concepts to life by iPad. We missed the mark with this video, and we’re sorry,” Ad Age quoted the iPhone maker as saying.

An Apple spokesperson declined to remark however directed inquiries to the Ad Age report.

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The commercial titled “Crush” has over one million views on Apple’s YouTube channel and was shared by CEO Tim Cook on social media platform X. It reveals quite a lot of inventive instruments and objects resembling a digicam, guitar, piano and paint being destroyed by an industrial crusher.

Then the crusher reveals the newly unveiled iPad, symbolising how a lot the brand new thinner mannequin encompasses.

Online commenters criticised the advert as insensitive and an unwelcome departure from the corporate’s historic positioning of its model as nonconformist, human-friendly and an antidote to a dystopian, colourless world.

In a publish on X, actor Hugh Grant stated the advert confirmed, “The destruction of the human expertise courtesy of Silicon Valley.”

The Cupertino-California primarily based tech big unveiled the pill on Tuesday with a brand new chip for synthetic intelligence computing because it rushes to meet up with its huge tech rivals in a race to dominate the rising know-how.

Apple stated the iPad Pro, which turned out there for order on Tuesday, has upgraded shows and is “the thinnest Apple product ever.”