Apple Apologizes for iPad Ads in Which Press Suppresses All Kinds of Creative Elements

Last Tuesday, Apple unveiled the new iPad Pro at its Let Loose event, a device that hasn’t been updated since 2022. One of the most notable new features in this year’s version was his thinness. The Cupertino company didn’t hesitate to call it the “best product” in its catalog to date.

In addition to matching the tablet’s thickness to the seventh-generation iPod nano, Apple thought it would be a good idea to advertise its new product with an ad called “Crush!” The problem is that the video sparked a wave of criticism, prompting the Tim Cook-led firm to issue an apology.

Apple, apologies

The ad shows the industrial press mercilessly crushing all kinds of creative objects. From a pipe and a slot machine to a piano and paint containers. When the plates separate, all that remains is new iPad Pro. The remaining items, apparently replaceable, have disappeared.

About 48 hours after the video was published, Apple’s head of marketing communications, Thor Miren, issued an apology on behalf of the company. “Creativity is in Apple’s DNA, and it’s incredibly important to us to create products that empower creative people around the world,” he told Ad Age.

“Our goal is always to celebrate the many ways users express themselves and bring their ideas to life using iPad. We made a mistake with this video and we are very sorry.“he added. The above-mentioned media note that the Cupertino company planned to show advertising on television, but abandoned these plans.

Over the years, Apple has developed several advertising approaches. In its history we find such famous campaigns as “Think Different” and “Buy a Mac”. Interestingly, a few days ago, many people praised the “Find Your Friends” ads on the iPhone 15. Even established giants can sometimes make people angry.

Images | Manzana

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