Apple apologizes for iPad 'Crush' ad that 'missed the mark' (theverge.com)

Article summary

Apple has apologized for a commercial for the new iPad Pro that was seen as dismissive of traditional creative tools, with many critics feeling that the ad's message of replacing physical instruments and art supplies with an iPad was off-putting. The ad, titled 'Crush', showed various creative tools being crushed by a hydraulic press, with only the iPad remaining. Apple's vice president of marketing stated that the company 'missed the mark' with the ad and is sorry for any offense caused. The apology comes after widespread criticism from the creative community and online commentators.

Main themes

• Apple's marketing strategy
• Creative tools and technology
• Cultural sensitivity
• Advertising and offense
• Tech industry trends

What commenters say

• The ad's message was seen as dismissive of traditional creative tools and the value of human experience.
• The apology from Apple was viewed as insincere by some, with the ad still being featured on their official website.
• The controversy surrounding the ad is an example of the tech industry's increasing disconnect from the values of creativity and human connection.
• Some commentators felt that the ad was not offensive and that the backlash was an overreaction, with the ad simply showcasing the versatility of the iPad.
• The ad's imagery was seen as particularly offensive in Japan, where the destruction of tools is considered arrogant and disrespectful.
• The controversy highlights the challenges of advertising to a global audience and the importance of cultural sensitivity.
• Some argued that the ad's message was not about replacing traditional creative tools, but about showcasing the possibilities of the iPad, and that the criticism was unfair.