Apple apologizes for iPad Professional ‘Crush’ advert, Advert Age says By Reuters

(Reuters) – Apple (NASDAQ:) apologized on Thursday after an commercial for its newest iPad Professional mannequin sparked criticism by displaying an animation of musical devices and different symbols of creativity being crushed, Advert Age journal reported.

“Our aim is to all the time have a good time the myriad of the way customers specific themselves and convey their concepts to life by iPad. We missed the mark with this video, and we’re sorry,” Advert Age quoted the iPhone maker as saying.

An Apple spokesperson declined to remark however directed inquiries to the Advert Age report.

The commercial titled “Crush” has over 1,000,000 views on Apple’s YouTube channel and was shared by CEO Tim Prepare dinner on social media platform X. It reveals quite a lot of inventive instruments and objects corresponding to a digicam, guitar, piano and paint being destroyed by an industrial crusher.

Then the crusher reveals the newly unveiled iPad, symbolizing how a lot the brand new thinner mannequin encompasses.

On-line commenters criticized the advert as insensitive and an unwelcome departure from the corporate’s historic positioning of its model as nonconformist, human pleasant and an antidote to a dystopian, colorless world.

In a submit on X, actor Hugh Grant stated the advert confirmed “the destruction of the human expertise courtesy of Silicon Valley.”

The Cupertino-California primarily based tech big unveiled the pill on Tuesday with a brand new chip for synthetic intelligence computing because it rushes to meet up with its Large Tech rivals in a race to dominate the rising expertise.

Apple stated the iPad Professional, which turned obtainable for order on Thursday, has upgraded shows and is “the thinnest Apple product ever.”