Apple’s ‘Crush!’ advertisement, which debuted alongside the unveiling of the new iPad Pro on Tuesday, has drawn both criticism and an apology from the company. The ad depicts a large number of creative items, including musical instruments, books, and cans of paint, being crushed by a hydraulic press, ostensibly to demonstrate the device’s thinness and compressed capabilities. However, the imagery has been widely criticized as destructive and disrespectful of creativity.
Since Apple CEO Tim Cook posted the ad on his social media account, it has received over 15,000 comments, many of them expressing disappointment and dissatisfaction. The company has since apologized for the ad, with Tor Myhren, Apple’s vice president of marketing communications, stating, ‘Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world.’ Myhren acknowledged that the ad missed the mark and expressed regret.
The backlash against the ad has been particularly notable due to Apple’s reputation for innovative and effective marketing. However, in this case, many have felt that the company’s desire to highlight the iPad Pro’s slimness has come at the expense of celebrating creativity. The ad’s imagery has been described as ‘worst commercial ever’ and ‘the destruction of the human experience.’
Following the criticism, Apple has confirmed that it will not be airing the controversial ad on TV, although it remains available on its YouTube channel, where it has garnered over a million views. The company’s handling of the situation will likely be closely scrutinized as it seeks to repair its image and move forward from this marketing misstep.
