Apple’s marketing for the new iPad Pro took a nosedive with the release of their ad, “Crushed.” The ad depicted a giant press violently destroying a collection of creative tools – guitars, cameras, paints, sculptures – even emojis. The implication was clear: all this creative potential could be consolidated into the new M4-powered iPad Pro with its revolutionary Tandem OLED screen.
However, audiences found the message heavy-handed and the destruction unsettling. The intended connection between the iPad Pro and artistic expression was lost as viewers winced at the demise of cherished objects. This discomfort wasn’t limited to casual viewers – tech journalists at Apple’s “Let Loose” event on May 7th reported feeling similarly disturbed by the ad. Despite their “rational brains” understanding the message, the emotional impact overshadowed the iPad Pro reveal at the end.
Apple, not known for apologies, took a rare step in acknowledging the public’s reaction. On Thursday, Apple’s VP of Marketing Communications, Tor Myhren, told Ad Age that the ad wouldn’t air on TV (though it remains on YouTube). Myhren offered a sincere apology, stating, “Creativity is in our DNA at Apple… Our goal is to always celebrate the myriad of ways users express themselves… We missed the mark with this video, and we’re sorry.”
This apology marks a significant shift from the Apple of Steve Jobs, who famously dismissed iPhone 4 connectivity issues by telling users they were “holding it wrong.” Under Tim Cook’s leadership, Apple seems more willing to admit mistakes.
Interestingly, this misstep isn’t entirely original. As The Verge pointed out, a strikingly similar ad campaign appeared 15 years ago from LG. Their commercial also featured a crushing device demolishing creative tools, culminating in the reveal of a new LG phone.
While the “Crushed” ad may be a misstep, it shouldn’t overshadow the genuine innovation behind the iPad Pro itself. Early hands-on reviews highlight the device’s impressive thinness, powerful M4 chip, and groundbreaking dual-OLED display technology that promises stunning image quality. The “Crushed” ad may be a cautionary tale, but the iPad Pro itself remains a story of exciting technological advancement.
