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Apple apologizes for iPad Professional “Crush!” business after on-line criticism

Apple apologizes for iPad Pro Crush commercial after online criticism


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Tech large Apple on Thursday issued an apology following widespread backlash over a brand new business launched earlier this week for the newest iPad Professional which exhibits an array of inventive instruments and objects being destroyed.

Titled “Crush!,” the advert was posted Tuesday to Apple’s YouTube channel and CEO Tim Cook’s social media account. It incorporates a myriad of objects getting smashed in a big hydraulic press. Set to Sonny & Cher’s “All I Want is You,” the casualties embody musical devices, cameras, paints and books.

“Probably the most highly effective iPad ever can also be the thinnest,” a voice narrates because the press lifts again as much as reveal Apple’s latest product.

“Creativity is in our DNA at Apple, and it is extremely necessary to us to design merchandise that empower creatives everywhere in the world,” Apple vp of selling communications Tor Myrhen mentioned in an announcement to Ad Age. “Our aim is to all the time rejoice the myriad of how customers categorical themselves and produce their concepts to life by iPad. We missed the mark with this video, and we’re sorry.”

The business drew ire from the artistic group, together with actor Hugh Grant and director Reed Morano.

“The destruction of the human expertise,” Grant posted to X Wednesday.

“Hey @tim_cook READ THE ROOM, BRO,” Morano, who directed a number of episodes of “The Handmaid’s Story,” posted to X. The director has been outspoken about using synthetic intelligence in artwork.

Plans for a televised run of the spot have been scrapped, based on Advert Age.



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