Tech giant Apple issued an apology on Thursday following widespread backlash over a new commercial released earlier this week for the latest iPad Pro that shows a series of tools and art objects being destroyed.
Titled “Crush!”, the ad was posted on Apple's YouTube channel on Tuesday and Tim Cook CEO social media account. It features an infinite number of objects that are crushed in a large hydraulic press. With Sonny & Cher's “All I Need is You,” victims include musical instruments, cameras, paintings, and books.
“The most powerful iPad ever is also the thinnest,” a voice narrates as the press rises to reveal The latest product from Apple.
“Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives around the world,” Apple vice president of marketing communications Tor Myrhen said in a statement to Ad Age. “Our goal is to always celebrate the endless ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we're sorry.”
The announcement drew ire from the creative community, including actor Hugh Grant and director Reed Morano.
“The Destruction of Human Experience,” Grant published in X Wednesday.
“Hey @tim_cook READ THE ROOM, BROTHER,” Morano, who directed several episodes of “The Handmaid's Tale.” published in X. The director has been open on the use of artificial intelligence in art.
According to Ad Age, plans for a television broadcast of the spot have been scrapped.
