Apple recently faced a backlash for its advertisement promoting the latest iPad Pro. The ad, titled ‘Crush’, featured an industrial press crushing various modes of expression like musical instruments, paints, sculptures, and more. The press then rises to reveal the iPad Pro, suggesting that all these creative tools could be replaced by the iPad.
The ad sparked outrage among artists, musicians, and creators who felt that it was insensitive and seemed to signify technology as a force for destroying human agency in creative endeavors. The criticism was nearly universal online, with many observers pointing out that while the ad may have intended to portray the manifold capabilities of the product, it failed to connect with its audience.
In response to the widespread blowback, Apple issued an apology. Tor Myhren, Apple’s vice president of marketing, admitted that the ad’s message missed the mark. He stated, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. We missed the mark with this video, and we’re sorry.”
Apple has since scrapped plans to run the commercial on TV.
Read more: www.engadget.com