Apple recently found itself in hot water after releasing a new advertisement that sparked outrage among many viewers. The ad, titled “Crush,” was intended to showcase the thinness of Apple’s new iPad Pro by featuring a variety of media devices and art-making tools being crushed into a thin film by a descending metal plate. However, the ad backfired, with many viewers finding the destruction of instruments and art supplies disrespectful to artists and their crafts. This led to Apple issuing an apology and scrapping plans to air the advertisement on TV.

The public response to the ad was swift and harsh, with many taking to social media to express their disapproval. Former Greek finance minister Yanis Varoufakis even went as far as to call for a boycott of Apple products, accusing the company of having “techno-feudal urge to crush everything of cultural value” in its quest for power. The backlash highlighted a disconnect between Apple’s intention to showcase the thinness of the iPad Pro and the unintended message of disrespect towards artists and their work.

In response to the criticism, Apple issued an apology, with Apple VP of marketing communications, Tor Myhren, acknowledging that the company had “missed the mark” with the advertisement. Myhren emphasized Apple’s commitment to creativity and empowerment of users worldwide, stating that the goal is to celebrate the myriad ways users express themselves and bring their ideas to life through Apple products. The company also confirmed that the ad would not be aired on television as initially planned.

Despite this misstep, Apple has a history of producing iconic and memorable advertisements, such as the famous “1984” ad directed by Ridley Scott, the dancing iPod silhouettes, and the Mac vs PC campaign. While the “Crush” ad may be remembered more for its controversy than its creativity, it still succeeded in highlighting the thinness of the new iPad Pro, which measures at 5.1mm.

Apple’s apology for the controversial “Crush” advertisement reflects a misstep in the company’s efforts to showcase the thinness of the iPad Pro. The public backlash and criticism underscore the importance of considering the impact of marketing messages on different audiences, especially when dealing with sensitive subjects such as art and creativity. Moving forward, Apple must be more mindful of the potential implications of its advertising campaigns to avoid similar controversies in the future.


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