Apple's latest advertisement for its new iPad Pro, unveiled during its Let Loose event, not only drew some scathing comments from celebrities such as Hugh Grant and Justine Bateman, but created a backlash so strong that the tech giant was forced to issue an apology. The ad, entitled Crush, sees an enormous hydraulic press squashing decades of human ideas, development and culture into insignificance, which is meant to symbolize the consolidation of many creative tools into the iPad Pro.

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  • Apple’s first iPad ad since ‘Crush’ shows off the work of human animators
    Are you a print subscriber? Activate your account. 11 min ago By Will Johnson - 2 hours 26 min ago 2 hours 26 min ago By Gillian Follett - 2 hours 26 min ago 2 hours 26 min ago By Ewan Larkin - 2 days ...
    05/29/2024 - 1:00 pm | View Link
  • Why Apple's iPad Ad Fell Flat: Company Failed to Understand It Conjured Fears of ‘Tech Kind of Destroying Humanity'
    Apple misread the room. Long seen as the gold standard in marketing, the tech giant did a face-plant with its ad for the new iPad Pro tablet. The 60-second spot shows a massive hydraulic press ...
    05/29/2024 - 4:15 am | View Link
  • Apple responds to iPad Pro crush ad controversy, cancels plans to air ad on TV
    Apple has broken its silence regarding the controversy surrounding the "iPad Crush" ad, which drew criticism from figures in the entertainment industry. Aired during the Let Loose event, the ...
    05/9/2024 - 7:39 pm | View Link
  • Apple Apologizes for iPad Ad Depicting Crushed Creative Tools
    The ad, which Chief Executive Tim Cook posted on X after Apple unveiled new iPads on Tuesday, depicts a studio filled with musical instruments, a record player, cans of paint with vibrant colors ...
    05/9/2024 - 3:52 pm | View Link
  • Apple Apologizes for Tone-Deaf “Crush!” iPad Pro Ad
    At Variety, Todd Spangler writes: The iPad Pro ad generated fury among many in Hollywood and other creative industries, including Hugh Grant and filmmaker-actor ... pulverized by an all-powerful ...
    05/9/2024 - 12:59 pm | View Link
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