Apple has issued an apology for its widely criticized ad showcasing the new iPad Pro. Tor Myhren, Apple's VP of Marketing, described the ad as a "misjudgment" in a statement provided to Ad Age.
"Creativity is in our Apple DNA, and creating products that empower creatives worldwide is crucial to us," Myhren told Ad Age. "Our goal has always been to celebrate users expressing themselves and unleashing creativity through the iPad. We missed the mark with this video, and we apologize."
This Tuesday, Apple launched the iPad Pro featuring the M4 chip, touted as the thinnest product ever. To highlight the creative possibilities of the iPad, Apple released a "Crush!" ad showing a piano, record player, paint, and other items being flattened by a hydraulic press, leaving only one thing behind: the iPad Pro.
The ad drew criticism from some creatives. Hugh Grant called it a "destruction of human experience," while "The Handmaid's Tale" director Reed Morano posted on X site urging Apple CEO Tim Cook to "read the room" (meaning to understand their audience and adjust their content accordingly).
