Last Tuesday, Apple presented the new iPad Pro at its ‘Let Loose’ event, a device that has not been renewed since 2022. One of the most notable new features of this year’s version was his thinness. The Cupertino company did not hesitate to describe it as “the finest product” in its catalog to date.
In addition to matching the thickness of the tablet to that of the seventh-generation iPod nano, Apple thought it would be a good idea to promote its new product with an ad called “Crush!” The problem is that the video has received a wave of criticism, which has led the firm led by Tim Cook to apologize.
Apple’s apologies
The ad shows an industrial press crushing all kinds of creative objects mercilessly. From a trumpet and an arcade machine to a piano and paint containers. When the plates separate, there is only the new iPad Pro. The rest of the objects, apparently replaceable, have disappeared.
About 48 hours after the video was published, Apple’s head of marketing communications, Tor Myhren, apologized on behalf of the company. “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives around the world,” he told Ad Age.
“Our goal is to always celebrate the many ways users express themselves and bring their ideas to life through iPad. We were wrong with this video and we are sorry”he added. The aforementioned media points out that the Cupertino company had planned to take the ad to television, however, it has scrapped those plans.
Apple has developed several advertising approaches throughout its history. In its history we find well-known campaigns such as ‘Think Different’ and ‘Get a Mac’. Curiously, a few days ago many were praising the ‘Find Your Friends’ ad. Even established business giants often make missteps.
Images | Manzana
In WorldOfSoftware | Who is John Ternus, the new favorite to succeed Tim Cook as CEO of Apple