Apple apologizes for ‘Crush’ iPad ad that ‘missed the mark’

Apple has apologized after a commercial intended to showcase its new iPad Pro drew widespread criticism among the creative community. In a statement supplied to Ad ageTor Myhren, Apple’s vice president of marketing, said the company “missed the mark.”

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

On Tuesday, Apple introduced its new M4-powered iPad Pro, which the company described as its thinnest product ever. To promote all the creative possibilities of the iPad, it launched a “Crush!” commercial that shows things like a piano, record player, paint and other works flattening under the pressure of a hydraulic press. In the end, there’s only one thing left: an iPad Pro.