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Apple apologizes for iPad ‘Crush’ ad that ‘missed the mark’

Still image from the “Crush” iPad ad with the press fully closed and only dripping paint and small debris visible outside.
Image: Apple

Apple has apologized after a commercial meant to showcase its brand-new iPad Pro drew widespread criticism among the creative community. In a statement provided to Ad Age, Tor Myhren, Apple’s vice president of marketing, said the company “missed the mark.”

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Myhren told Ad Age. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

On Tuesday, Apple introduced the M4-powered iPad Pro, which the company described as its thinnest product ever. To advertise all the creative possibilities…

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