Apple issued an apology after the creative community reacted to a recent ad promoting its latest iPad Pro. Apple vice president of marketing Tor Myhren acknowledged the misstep in a statement to Ad Age, emphasizing the company’s commitment to creativity.
Myhren expressed Apple’s strategic goal of encouraging creativity around the world through its products. But he acknowledged that the ads fell short of this ethos, saying, “We missed the mark with this video, and we’re sorry.”
“Crush!” The controversial titled ad was released with the launch of the M4-powered iPad Pro. It demonstrated the capabilities of the device by smashing objects such as pianos, record players, paints and others under a hydraulic press, leaving only the iPad Pro behind.
The ad received criticism from individuals in the creative industry. Actor Hugh Grant called it a “waste of the human experience,” while director Reed Morano urged Apple CEO Tim Cook not to go too far with the sentiment that Apple has not yet responded to requests from The Verge they are not given the information.