Apple recently released a commercial for its brand-new iPad Pro that has stirred up quite a bit of controversy. The advertisement, titled “Crush!”, was intended to showcase the creative possibilities of the iPad Pro. However, it has faced widespread criticism from the creative community, with many feeling that Apple missed the mark with this particular ad campaign.
In response to the backlash, Apple’s vice president of marketing, Tor Myhren, issued an apology. He acknowledged that the company had missed the mark with the “Crush!” commercial and stated that it was not in line with Apple’s core values of celebrating creativity and empowering users to bring their ideas to life. This apology came after prominent figures in the creative industry, such as Hugh Grant and Reed Morano, spoke out against the ad.
The commercial in question features various objects, including a piano, record player, and paint, being crushed under a hydraulic press until only the iPad Pro remains. This depiction of destruction and the “flattening” of creative tools did not sit well with many creatives, who felt that it trivialized and devalued the artistic process. Some even went as far as to call it a “destruction of human experience,” highlighting the deep impact that creative tools can have on the way we express ourselves.
The reaction from the creative community was swift and harsh. Figures like Hugh Grant criticized the ad for its insensitivity towards the creative process, while Reed Morano directly addressed Apple CEO Tim Cook, urging him to “read the room” and reconsider the message being sent to creatives. The fact that such prominent voices in the industry felt compelled to speak out against Apple’s commercial speaks volumes about the impact of the ad and the importance of respecting the creative process.
Apple’s latest iPad Pro commercial has sparked controversy and drawn criticism from the creative community. The company’s apology for missing the mark with this ad demonstrates a willingness to listen to feedback and reevaluate their approach to advertising. Moving forward, it will be interesting to see how Apple responds to this backlash and whether they will take a more thoughtful and respectful approach to showcasing the creative possibilities of their products.
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