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Apple’s Controversial ‘Crush!’ iPad Pro Ad Sparks Backlash – Company Issues Apology

Apple’s Controversial ‘Crush!’ iPad Pro Ad Sparks Backlash – Company Issues Apology

by Aiman MaulanaMay 15, 2024
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Apple, renowned for its iconic video advertisements, finds itself embroiled in controversy following the release of its latest iPad Pro commercial titled “Crush!” The iPad Pro ad, featuring a hydraulic press crushing various creative tools before revealing the iPad Pro, elicited a wave of criticism across social media platforms, prompting an official response from the tech giant.

Apple’s Controversial ‘Crush!’ iPad Pro Ad Sparks Backlash

In a statement addressing the backlash, Tor Myhren, Apple’s VP of Marketing Communications, emphasized the company’s commitment to fostering creativity and empowering users worldwide. Acknowledging the misstep, Myhren expressed regret over the ad’s execution, affirming Apple’s dedication to celebrating diverse forms of expression through its products.

Despite the public outcry, the “Crush!” ad remains accessible on Apple’s official YouTube channel. However, in response to the controversy, Apple confirmed that the commercial will not be aired on television, signaling a strategic pivot in the marketing approach for its flagship tablet.

Apple Unveils New iPad Pro

While Apple’s advertising endeavors have historically resonated with audiences, the “Crush!” ad serves as a reminder of the fine line between creativity and controversy. As the tech giant navigates the aftermath of this misstep, stakeholders await insights into the company’s future marketing strategies and its ongoing commitment to user-centric innovation.

Stay tuned for further updates as Apple addresses the fallout from the “Crush!” ad debacle and charts its course in the dynamic landscape of digital advertising.


Pokdepinion: Personally, I did find this iPad Pro ad a bit odd but I was surprised it received this much backlash. Good on them for acknowledging the matter instead of sweeping it under the rug and pretend nothing is wrong.

About The Author
Aiman Maulana
Jack of all trades, master of none, but oftentimes better than a master of one. YouTuber, video editor, tech head, and a wizard of gaming. What's up? :)