On May 10th, at this week's Apple Spring Product Launch Event, the new generation iPad Air and iPad Pro were officially unveiled.
To promote the new products, Apple also released a new iPad Pro ad called "Crush," but the ad received widespread criticism after airing.
According to media reports, Apple's Vice President of Marketing Communications, Tor Myhren, stated that creativity is in Apple's DNA, and products that inspire creativity worldwide are crucial to us.
Tor Myhren stated, "Our goal is to encourage diverse expression, turning ideas into reality through the iPad. However, this video did not accurately convey that concept. We apologize and will not air the ad on television as planned."
The one-minute ad featured items such as a piano, guitar, TV, paint cans, and toys being flattened one by one, culminating in the appearance of an iPad Pro at the end.
Originally intended to showcase the powerful features of the thinnest iPad Pro in Apple's history, the ad was interpreted by some as a metaphor for technology overpowering human creativity.
