Apple issues apology statement over new iPad Pro ad, will not air it on TV

2024-05-10

Apple makes some of the most memorable video ads but it got a lot of bad rep for its latest iPad Pro ad. The video shows a plethora of creative tools and instruments being crushed by a hydraulic press with an iPad Pro emerging at the end. The ad caused backlash on social media which led Apple issue an official statement response.

Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry. - Tor Myhren, Apple VP of Marketing Communications

The “Crush!” ad is still available on Apple’s official YouTube channel but Apple confirmed it will not air on TV.