Apple has apologised for the “Crush” advertisement which is used to promote its latest iPad Pro, Ad Age reports. The commercial sparked outrage among netizens and celebrities, with many criticising it to be tone-deaf and disrespectful.
The ad, which depicted various creative objects crushed by a large hydraulic press, intended to imply the numerous creative possibilities that can be achieved with the company’s new and slimmest iPad Pro. However, many didn’t take kindly to how the message was delivered.
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Apple vice president of marketing Tor Myhren told Ad Age. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad.”
He also admits that Apple had “missed the mark” with the video, and is sorry for it. Despite which, the ad is still available across the company’s online channels at the time of writing.
(Source: Ad Age)
