Yesterday we talked about the mistake that Apple made with Crush!, the animation that was shown at the launch of the new iPad Pro, which, as we already mentioned, was supposed to represent They managed to compress a number of elements so that they fit together. on its new tablets, the thinnest in the company’s history. As we told you at the time, the 11-inch model is only 0.53 centimeters thick, while the 13-inch model is even thinner at just 0.51 centimeters.

To design a tablet with these features and that’s so cool, It is a huge achievement, a display of mastery in engineering work and of course it’s more than understandable that Apple wanted to show off what they’ve achieved. I’m not saying of course that we are facing an unbreakable record, but it certainly seems difficult to repeat or even improve this design to achieve a lower thickness that is under half a centimeter.

The problem is that of the many metaphors that could have been used to visually represent the process of reducing the size of all these elements to fit into something smaller, In the end, they decided on a particularly powerful graphics card., which left no room for doubt about what it wanted to show, but was at the same time violent and annoying, precisely for a large number of potential tablet users. If you haven’t seen the video yet, you can watch it below.

But it seems that in Cupertino they decided to confirm the reception and, as they say, pull the cable. So as we read in AdAge (behind the paywall), Apple acknowledged the mistake, apologized and canceled plans for Crush!, because that was the name of the controversial piece. And the tech company’s intention was to use this video in various media to promote the new generation of its high-end tablets.

«Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creativity around the world.“Tor Myhren, Apple’s vice president of marketing communications, told the media, adding. «Our goal is always to celebrate the countless ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video and we’re sorry.«.

As I said yesterday I understand both Apple’s intent and why this video was annoying for quite a few people. And undoubtedly, seeing an image in which any type of object that has special meaning to you is deliberately destroyed may not be pleasant.