Apple Apologizes for Unsettling iPad Advertisement

This week, Apple held a launch event introducing new models of the iPad, iPad Pro, and iPad Air, along with accessories such as the Apple Pencil and keyboard. While changes to some hardware aspects of the iPad Pro had already garnered dissatisfaction among many users, an Apple promotional video for the iPad titled "Crush!" has sparked an overwhelming wave of negative feedback.

Video URL：https://dl.lancdn.com/landian/media/video/103804.mp4

Produced in-house rather than by an external advertising agency, the "Crush!" video adopts a highly unconventional style. It features musical instruments, paintings, cameras, books, computers, movie characters, dolls, and sculptures being crushed, with the explosive detail that even the eyes of dolls pop out.

Following the destruction, a brand-new iPad appears on the screen, signaling Apple's message that people can utilize the iPad for a wide array of creative tasks, including but not limited to playing music, painting, reading books, and watching movies.

However, the peculiar style and creative intention of the video evidently failed to achieve the desired effect, instead drawing extensive criticism from the online community. As a result, Apple has withdrawn the promotional video and issued an apology.

Apple's Vice President of Marketing Communications, Tor Myhren, extended an apology through Ad Age on Thursday, stating: "Creativity is the core of Apple's DNA. It's crucial for us to design products that empower creativity worldwide. Our goal has always been to encourage users to express their ideas with the iPad and bring those ideas to life. This video did not meet our objectives, and for that, we are sorry."

The controversial advertisement was released on Apple CEO Tim Cook's X/Twitter account and the official Apple YouTube channel (though it has not yet been removed from YouTube). Apple had initially planned to air this advertisement on television to promote the iPad, but those plans have now been canceled.