Apple
has
apologized
after
a
commercial
meant
to
showcase
its
brand-new
iPad
Pro
drew
widespread
criticism
among
the
creative
community.
In
a
statement
provided
to
Ad
Age,
Tor
Myhren,
Apple’s
vice
president
of
marketing,
said
the
company
“missed
the
mark.”
“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.
“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.”
On
Tuesday,
Apple
introduced
the
M4-powered
iPad
Pro,
which
the
company
described
as
its
thinnest
product
ever.
To
advertise
all
the
creative
possibilities
with
the
iPad,
it
released
a
“Crush!”
commercial
that
shows
things
like
a
piano,
record
player,
paint,
and
other
works
flattening
under
the
pressure
of
a
hydraulic
press.
At
the
end,
only
one
thing
remains:
an
iPad
Pro.
The
ad
rubbed
some
creatives
the
wrong
way.
Hugh
Grant
called
it
a
“destruction
of
human
experience,”
while
Handmaid’s
Tale
director
Reed
Morano
told
Apple
CEO
Tim
Cook
to
“read
the
room”
in
a
post
on
X.
Apple
didn’t
immediately
respond
to
The
Verge’s
request
for
comment.
Original author: Emma Roth
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