Apple recently released a new advertisement titled “Crush” in an attempt to highlight the thin design of its new iPad Pro. However, the ad quickly sparked outrage and criticism from viewers, resulting in Apple issuing an apology and canceling plans to air the advertisement on TV. The one-minute spot featured a variety of media devices and art-making tools being crushed by a descending metal plate, reminiscent of popular hydraulic press crushing videos on platforms like TikTok.
The advertisement, which was tweeted by Apple CEO Tim Cook, was met with widespread backlash for its perceived disrespect towards artists and their crafts. Many viewers interpreted the destruction of instruments and art supplies as a reflection of Apple’s disregard for creativity. Former Greek finance minister Yanis Varoufakis even went as far as calling for a boycott of Apple products, citing the company’s “techno-feudal urge to crush everything of cultural value.”
In response to the criticism, Apple’s VP of marketing communications, Tor Myhren, issued a statement to Ad Age acknowledging the misstep. Myhren emphasized Apple’s commitment to empowering creatives worldwide and expressed regret for the oversight in the creation of the advertisement. The company clarified that the intention behind the ad was to showcase the thinness of the iPad Pro, but they failed to consider the impact of destroying beloved objects on their audience.
Reputation and Advertising History
Despite this misstep, Apple is known for producing iconic advertisements such as the Ridley Scott-directed “1984” ad and the Mac vs PC campaign. While the “Crush” ad may not achieve the same level of acclaim as its predecessors, it certainly succeeded in highlighting the slim design of the new iPad Pro. With a thickness of only 5.1mm, the iPad Pro is undeniably one of the thinnest tablets on the market.
Apple’s apology for the controversial “Crush” advertisement reflects a rare instance of miscalculation on the company’s part. While the ad intended to showcase the thinness of the iPad Pro, it inadvertently alienated and upset viewers. Moving forward, Apple will need to be more mindful of the impact of its marketing strategies and ensure that they align with the company’s values of creativity and innovation.
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