Apple apologizes for commercial for the new iPad Pro and will not air it on TV

Here is the result of something falling under public scrutiny: after several criticisms of the commercial “Crush!” from Apple to the new iPad Pro — in which various instruments, pieces of art and objects from human history are crushed — the company apologized for the ad.

In a statement obtained by Ad Agethe company said it “did not intend to offend its creative audience.”

Creativity is in Apple’s DNA and it’s incredibly important to us to design products that empower the creative side of everyone. Our goal is to always celebrate the endless ways users express themselves and bring their ideas to life through iPad. We missed the mark with this announcement and we are sorry.

—Tor Myhrenvice president of marketing communications at Apple.

The ad, in theory, was intended as a metaphor to suggest how much creative potential is contained in Apple’s newest model of high-end tablets, as well as how thin it is.

In addition to retracting itself, Apple confirmed it no longer plans to air the commercial on television. It is worth noting that the ad was released on Apple’s YouTube channel and shared by the CEO Tim Cook https://twitter.com/tim_cook/status/1787864325258162239.

Let the lesson remain…

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