Apple formally apologizes for iPad Pro promotional video, cancels TV campaign



On May 7, 2024, Apple held a live event where it announced the 'thinnest iPad Pro ever' equipped with the M4 chip. Apple released a promotional video called ' Crush! ' to coincide with the launch of the iPad Pro, but this video attracted criticism from users, eventually leading to Apple officially apologizing.

Apple apologizes for iPad Pro 'Crush' ad: it 'missed the mark' | Ad Age
https://adage.com/article/digital-marketing-ad-tech-news/apple-apologizes-ipad-pro-crushed-ad-it-missed-mark/2559321



Apple apologizes for 'Crush' iPad Pro ad that sparked controversy - 9to5Mac
https://9to5mac.com/2024/05/09/ipad-pro-crush-ad-apology/

The promotional video in question, which was released by Apple at the same time as the iPad Pro was announced, shows various objects, including game consoles, musical instruments, paint, and camera equipment, being crushed in a press to become a single iPad Pro, promoting the device as a device that can be used by a variety of creators, including filmmakers, musicians, and photographers.

Crush! | iPad Pro | Apple - YouTube


However, the promotional video has drawn criticism, including from actor Hugh Grant, who called it 'Silicon Valley's destruction of the human experience.'




Film director and writer Justin Bateman posted: 'Seriously, what happened to you?'




Sebastiaan de With, co-founder of Halide, a camera app for iPhone and iPad, added: 'It was interesting to read the backlash in Japan to this video. People were especially upset by the idea of 'tsukumogami' - the idea that creative tools have souls (a beautiful concept), and therefore destroying them is considered really evil. It's certainly not a good look.'




Film director Reza Sixo Safai posted a video of 'Crush!' played in reverse, saying, 'Hey Apple, I fixed the video.' The post has received a lot of positive comments, such as ' It feels so good! The original version is so depressing ,' and ' I need to somehow pay you to play this video instead of the original .'




In response to these criticisms, Apple's vice president of marketing communications, Tor Myhren, officially apologized to Ad Age, saying, 'Creativity is in Apple's DNA, and designing products that empower creators around the world is incredibly important to us. Our goal has always been to celebrate the countless ways people express themselves and bring their ideas to life through iPad. We missed the mark in this video, and we're sorry.' In addition, Apple commented that while it had planned to air 'Crush!' as a TV commercial, these plans have been canceled.

According to Ad Age, 'Crush!' was created in-house at Apple, not by an advertising agency.

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