iPad Pro Crush ad: Apple apologises as commercial draws ire

Hugh Grant, Hollywood actor, describes Apple "Crush!" ad as "the destruction of the human experience"
An undated image displaying Apple logo. — Pexels

An undated image displaying Apple logo. — Pexels

In a move that surprised many, tech giant Apple issued an apology this week following widespread criticism over a new commercial for their latest iPad Pro. The ad, titled "Crush!," was released earlier this week and immediately drew ire from the creative community.

The commercial, which was posted on Apple's YouTube channel and CEO Tim Cook's social media accounts, featured a myriad of artistic tools and objects being ruthlessly destroyed in a large hydraulic press.

Set to the tune of Sonny & Cher's "All I Need is You," the casualties included musical instruments, cameras, paints, and books.

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As the press lifted back up, a voice narrated the message: "The most powerful iPad ever is also the thinnest."

Apple's vice president of marketing communications, Tor Myrhen, acknowledged the company had missed the mark with the video. In a statement to Ad Age, Myrhen said, "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. We missed the mark with this video, and we're sorry."

The backlash was swift, with actor Hugh Grant describing the ad as "The destruction of the human experience." Director Reed Morano, known for her work on "The Handmaid's Tale," also weighed in, posting on X, "Hey @tim_cook READ THE ROOM, BRO."

In the wake of the controversy, Apple has reportedly scrapped plans for a televised run of the commercial.