- By Ashish Singh
- Fri, 10 May 2024 01:27 PM (IST)
- Source:Reuters
Apple has reportedly issued an apology for the latest ‘Crush’ advertisement for its M4 iPad Pro amid the backlash faced on social media. CEO Tim Cook shared the video on his social media and got a lot of criticism. For those unaware, the company made a video showing an animation of musical instruments and other symbols of creativity being crushed and showed iPad Pro OLED as the alternative for them.
"Our goal is to celebrate the diverse ways users express themselves and bring their ideas to life on iPad. We missed the mark with this video, and we're sorry," the iPhone maker told Ad Age.
CEO Tim Cook shared the "Crush" ad on social media platform X, and it has received over a million views on Apple's YouTube channel. It displays a range of artistic instruments and artefacts being crushed by an industrial crusher, including paint, a camera, a guitar, and a piano.
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Subsequently, the crusher displays the recently released iPad, signifying the extent of features included in the new, slimmer model. Online users criticised the advertisement, calling it insensitive and an unwanted shift from the company's previous branding strategy of portraying its brand as human-friendly, nonconformist, and the antidote to a dystopian, colourless world.
Actor Hugh Grant wrote on X that the advertisement demonstrated "the destruction of the human experience courtesy of Silicon Valley."
With a new chip for artificial intelligence computing, the Cupertino, California-based tech giant unveiled the tablet on Tuesday, gaining ground on its Big Tech competitors in the race to dominate the burgeoning field of technology.
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The iPad Pro, which went on pre-bookings on Thursday, boasts improved displays and is "the thinnest Apple product ever," according to Apple.