Apple has issued an apology for a controversial new ad promoting their latest iPad Pro titled “Crush!”. The ad, which shows a hydraulic press crushing various instruments and media devices to showcase the new slim design of the iPad Pro, has faced overwhelming backlash for being disrespectful and lacking respect for creative equipment.
The apology comes from Apple’s Marketing Communications VP, who admitted that they “missed the mark” with the ad and expressed regret for any offense caused. Despite the criticism, Apple CEO Tim Cook defended the ad, calling it “the most advanced display we’ve ever produced” and keeping it posted on his social media account and Apple’s YouTube channel.
Many have criticized the ad for its insensitivity towards artistic tools and have called for Apple to take it down. However, the company has not indicated any plans to remove the ad and is moving forward with the launch of the iPad Pro, which will be available for purchase starting May 15 at a starting price of $999.
This incident serves as a reminder for companies to be mindful of the impact of their marketing strategies and the importance of respecting the creative process. The response to the “Crush!” ad highlights the power of social media in holding corporations accountable for their actions and the need for companies to listen to feedback from their consumers.
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