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May 11, 2024 – Apple Inc. has apologized and taken down a controversial ad for its newest iPad Pro after receiving a lot of negative feedback.
The Ad That Caused A Stir
The ad, called “Crush,” was released by Tim Cook, CEO of Apple. It showed a large hydraulic press breaking a group of artistic items, such as books and musical instruments². As the ad came to a close, a single iPad Pro took their place.
The Talk Back
A lot of people were angry about the ad online. They said it showed “the destruction of the human experience, courtesy of Silicon Valley”². Some people didn’t like how the ad seemed to show how versatile the product was, instead seeing it as a way for technology to take away people’s freedom in creative projects².
Apple’s Answer
Apple apologized for the ad and said they knew they did something wrong in response to the complaints. “Apple is built on creativity, and it’s very important to us to make products that give creative people all over the world the tools they need,” said Tor Myhren, Apple’s vice-president of marketing communications². “This video wasn’t good enough, and we’re sorry”².
The End Results
It was after the apology that Apple said it would not be showing the ad on TV. But Cook’s Twitter account and YouTube³ still have the movie up and running.
Bottom Line
The “Crush” ad’s debate shows how hard it is for tech companies to promote their goods in a way that doesn’t offend people who like the arts. The tech world will be paying close attention as Apple continues to deal with these problems.
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