BUSINESS

Apple Apologizes For Controversial iPad Pro Ad

Apple recently released an iPad Pro ad that has sparked controversy online.

The ad shows a hydraulic press crushing various creative instruments, including a piano and record player, which upset some users.

The advertisement titled “Crush” has over a million views on Apple’s YouTube channel and was shared by CEO Tim Cook on social media platform X.

In a statement to AdAge, Apple’s vice president of marketing communications, Tor Myhren, apologized.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Myhren said. “We missed the mark with this video, and we’re sorry.”

Apple confirmed the statement it provided to AdAge but declined to provide further comment.

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