Apple has issued a rare apology over its commercial that showed beloved cultural symbols being slowly crushed into the shape of an iPad Pro.
Apple has issued a rare apology – admitting that it “missed the mark” with a new commercial that showed beloved cultural symbols like a guitar and piano being slowly crushed into the shape of an iPad Pro.
The mea culpa came after Apple was pummeled on social media for days in response to the 60-second ad, which was titled “Crush!” Various tools for human creativity, including paints, a turntable and even a sculpted bust, were pulverized to the tune of Sonny & Cher’s “All I Ever Need Is You.”
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Tor Myhren, Apple’s company’s vice president of marketing communications, said in a statement to AdAge on Thursday.
“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Myhren added. “We missed the mark with this video, and we’re sorry.”
Apple said it no longer plans to run the 60-second ad on TV as a result of the backlash – though it was still available on its official YouTube page as of Friday morning.
