Apple recently launched its latest iPad Pro M4, and to promote the new device, the company released an ad called “Crush!” on social networks. However, the ad received a significant amount of backlash from consumers, forcing Apple to issue a public apology.
The “Crush!” advertisement depicts hydraulic presses crushing various creative tools, such as musical instruments, game consoles, paints, sculptures, camera lenses, and CRT TVs. The ad suggests that all of these creative works can be accomplished using the iPad Pro, while also highlighting the device’s lightweight and thin design. It’s worth noting that the ad was produced by Apple’s internal team and not commissioned by an external agency.
After the ad was posted, creators and consumers alike were outraged, with many believing that destroying creative tools is disrespectful. Others felt that the ad’s portrayal of smashing objects was inappropriate and considered it to be Apple’s worst advertisement in recent years.
Following the backlash, Tor Myhren, Apple’s vice president of marketing communications, publicly apologized for the ad on Ad Age. He acknowledged that the ad expressed the wrong point of view and that Apple’s goal has always been to celebrate users’ creativity and ideas through the iPad. Myhren stated that the company would continue to design products that support creators worldwide.
Despite the apology, Apple’s YouTube channel and CEO Tim Cook’s X account continue to feature the “Crush!” ad to promote the iPad Pro, and it has not been removed yet. However, the company has canceled its marketing plan to air commercials on television.
