Apple (AAPL) has recently apologized for its 'Crush' advertisement, promoting the iPad Pro model, which encountered widespread negative reactions.
The Vice President of Marketing Communications at Apple, Tor Myhren, issued a public apology noting that the ad failed to hit the right tone. He elaborated, "At Apple, creativity is at the core of our DNA, and we place immense value on designing products that inspire creatives across the globe. We aim to consistently highlight and celebrate the countless ways users can convey their ideas with the iPad. Unfortunately, this video didn't meet those standards and for that, we apologize."
As a direct response to the unfavourable reviews, Apple decided not to air the controversial 'Crush' commercial on television. Despite this, the ad continues to be available on their YouTube channel.
The 'Crush' ad depicted a hydraulic press pulverizing various creative tools such as musical instruments, electronic gadgets, arcade games, paints and brushes, computers, and cameras, among others. The underlying message was to present the iPad as a single device capable of incorporating all these creative tools. However, this concept backfired rather drastically. Many artists and creatives found the visuals to be both wasteful and disrespectful toward art resources, particularly in an era where artificial intelligence poses a potential threat to the creative industry.
