Alongside the new ultra-thin iPad Pro this week, Apple debuted a new “Crush!” ad to advertise the brand new {hardware}. The advert has been the topic of a lot criticism during the last two days, as we reported on Thursday morning.
Apple has now responded to this criticism, issuing a public apology to Advert Age saying it “missed the mark with this video.”
The “Crush” advert depicts the crushing of musical devices, paints, digicam lenses, books, film characters, sculptures, and extra. The thought is that any such artistic work may also be completed with an iPad, however the idea didn’t go over effectively with creators in any respect.
In an announcement to Advert Age on Thursday, Tom Myhren, Apple’s VP of selling communications, apologized for the spot:
“Creativity is in our DNA at Apple, and it’s extremely necessary to us to design merchandise that empower creatives everywhere in the world. Our purpose is to all the time rejoice the myriad of how customers specific themselves and produce their concepts to life by means of iPad. We missed the mark with this video, and we’re sorry.”
The “Crush” advert was posted to Tim Prepare dinner’s Twitter account and Apple’s YouTube channel on Tuesday. The advert “had not acquired any paid media” but, and Apple now says that its plans to run the advert on TV have been cancelled.
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