Apple Apologizes for iPad Pro Ad That Crushed Creativity With a Hydraulic Press

The company planned to run its new iPad Pro ad on TV. That won't be happening anymore.

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At its “Let Loose” event on Tuesday, Apple unveiled the new iPad Pro, which hadn't received an update since 2022. The new version is notably thinner than its predecessor, prompting the Cupertino company to label it as the “thinnest Apple product ever.”

To promote the new product, Apple released two different ads. One of them compared the new tablet to the 7th-generation iPad nano and debuted without complaint. However, the second ad, titled "Crush!", was more controversial and generated a ton of backlash on social media. Apple wants you to know that it's sorry.

Apple Apologizes for iPad Pro Ad

The ad features a hydraulic press crushing various creative objects, including a trumpet, an arcade machine, a piano, and paint containers. The only object that remains intact is the new iPad Pro, implying that it’s the only device that matters and all the rest can be easily replaced.

Forty-eight hours after the spot was released, Apple’s VP of marketing communications, Tor Myhren, apologized on behalf of Apple. “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Myhren told Ad Age on Thursday.


“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry,” he added. According to Ad Age, Apple planned to run the ad on TV but has now decided to cancel those plans.

The tech giant has created many successful ad campaigns in the past, including “Think Different” and “Get a Mac.” Despite this faux pas, Apple hasn't quite lost its touch. Earlier this week, its new ad “Find Your Friends,” for the iPhone 15’s Precision Finding feature received praise from many users.

Image | Apple

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