Apple apologized after a new commercial iPad ProIt caused widespread criticism in the creative community that musical instruments and other objects were compressed under a press. An Apple representative said the company clearly “missed the mark” in the ad.

“Crush!” is supposed to show creative potential. a video called ipad, caused a reaction. The scandalous video was published shortly after the introduction of the new iPad Pro based on the M4 processor. To advertise the new possibilities of the tablet, Apple decided to clearly show how the iPad is able to crush all other tools for creativity. But this creativity was not appreciated.

Famous British actor Hugh Grant called the ad “the destruction of the human experience” and Reed Morano, director of the Handmaid’s Tale series, advised Apple CEO Tim Cook to “listen to the criticism”. However, Apple itself initially refused to comment on the situation, adding to public dissatisfaction.

However, Apple’s vice president of marketing, Tor Myhren, issued a public apology to the community. He emphasized that creativity is part of the company’s DNA and that Apple strives to create products that empower self-expression. According to him, the purpose of the ad was to show the potential of the iPad Pro, but something went wrong and the company was very upset about it.

The attempt to demonstrate the superiority of the iPad Pro seems to have led to a certain reputational crisis for the company. Apple, known for its creative approach to “anything and everything”, was forced to publicly apologize to artists and all users.