Apple has issued an apology for their recent ‘Crush’ iPad Pro ad, admitting that it missed the mark. The tech giant has confirmed that the controversial ad will not be airing on TV as originally planned.
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Apple recently faced backlash over a controversial ad that showcased a hydraulic press crushing various tools and equipment, including musical instruments, electronic devices, computers, and more, to highlight the capabilities of the new M4 iPad Pro models. While the ad was intended to be a playful take on viral hydraulic press videos, many creatives criticized it for being insensitive and out of touch.
Hollywood actor Hugh Grant described the ad as the “destruction of the human experience,” while director Reed Morano and Basecamp CTO David Heinemeier Hansson also expressed their disapproval. In response to the backlash, Apple issued an apology, admitting that the video “missed the mark” and stating that creativity is a core value for the company.
Despite the apology, Apple decided to keep the Crush ad on its YouTube channel but announced that it would not be airing the ad on television. The controversy surrounding the ad serves as a reminder of the importance of being mindful of messaging and content in Marketing campaigns, especially when trying to connect with creative audiences.
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1. Why did Apple apologize for the ‘Crush’ iPad Pro ad?
Apple apologized because the ad received negative feedback for portraying a woman using the iPad Pro in a careless manner.
2. Will Apple still air the ‘Crush’ iPad Pro ad on TV?
No, Apple has decided not to put the ‘Crush’ ad on TV following the backlash it received.
3. What was the controversy surrounding the ad?
The ad was criticized for depicting the iPad Pro as easily bendable and for promoting reckless behavior.
4. Will Apple continue to make ads for the iPad Pro?
Yes, Apple will continue to create advertising campaigns for the iPad Pro, but they will be more mindful of the messaging and imagery used.
5. How did Apple respond to the criticism of the ad?
Apple issued a statement apologizing for any confusion caused by the ad and emphasized their commitment to providing high-quality products.
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