Apple apologizes for new iPad ‘Crush’ ad; here’s why |

In the ever-evolving world of technology, where innovation is the cornerstone of success, companies strive to showcase their products in ways that resonate with their audience. The challenge, however, lies in striking the right chord, balancing creativity with sensitivity. Recently, Apple found itself at the center of a controversy after the airing of its new iPad Pro advertisement, which has sparked a debate on the intersection of technology and human expression.
The ad, launched on May 7, 2024, by Apple’s CEO Tim Cook, depicted an industrial-sized hydraulic press crushing various objects associated with creativity, such as musical instruments, books, and paint cans. The intention was to demonstrate the iPad Pro’s capabilities as a creative tool, compact enough to replace these items. However, the ad, titled “Crush,” was met with significant backlash for its portrayal of the destruction of cultural symbols.

Critics, including actor Hugh Grant and US filmmaker Justine Bateman, voiced their concerns on social media platforms, with Grant describing the ad as “the destruction of the human experience, courtesy of Silicon Valley.” The negative reception led to a public apology from Apple on May 9, 2024. Tor Myhren, Apple’s VP of marketing communications, expressed regret, stating, “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.”
The ad was compared unfavorably to Ridley Scott’s iconic 1984 Apple Macintosh ad, which portrayed a dystopian future being challenged by a sledgehammer-wielding heroine. Christopher Slevin, creative director of the UK marketing agency Inkling Culture, commented on LinkedIn about the stark contrast between the two ads, suggesting that Apple might be subtly shaping our digital lives in ways that are not fully understood.
The controversy highlighted the fine line between innovative marketing and maintaining sensitivity towards the audience’s perception of creativity. Apple’s swift response to the criticism, including the withdrawal of the ad from its planned television campaign, reflected the company’s commitment to its audience and the creative community at large.
This incident serves as a learning opportunity for the tech industry, emphasizing the importance of empathy and understanding in product promotion. It also reaffirms the need for technology companies to ensure that their marketing efforts not only showcase the technical features of their products but also respect and honor the creative processes they aim to support. Apple’s acknowledgment and response to the situation demonstrate a willingness to listen and adapt, which is essential in the world of technology and marketing.