Apple recently released an advertisement for its new iPad Pro that turned out to be quite controversial. The ad, titled “Crush,” was meant to showcase the thinness of the iPad Pro by depicting a variety of media devices and art-making tools being crushed into a thin film by a descending metal plate. However, instead of impressing viewers, the ad sparked outrage and backlash.
The ad was initially tweeted by Apple CEO Tim Cook but was met with widespread criticism. Many people found the destruction of instruments and art supplies in the ad to be disrespectful to artists and their crafts. Some even interpreted the ad as a reflection of Apple’s true intentions to eliminate creativity and artistic expression in favor of efficiency and optimization.
Following the backlash, Apple issued an apology for the ad, stating that they had missed the mark. Apple’s VP of marketing communications, Tor Myhren, acknowledged that the company values creativity and aims to empower creatives worldwide. He expressed regret over the insensitive nature of the ad and assured the public that it would not be aired on television as originally planned.
Apple is known for its iconic advertising campaigns, such as the Ridley Scott-directed “1984” ad and the Mac vs PC commercials. However, the “Crush” ad will likely be remembered for all the wrong reasons. Despite the controversy, there is no denying that the new iPad Pro is indeed incredibly thin, measuring at just 5.1mm.
Apple’s attempt to showcase the thinness of the iPad Pro backfired, resulting in public outrage and a swift apology from the company. While Apple is renowned for its innovative products and marketing strategies, the “Crush” ad serves as a reminder that even tech giants can make missteps in their quest to connect with consumers. It remains to be seen how Apple will recover from this PR blunder and whether it will impact the sales of the new iPad Pro.
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