The advertising should have simply emphasized the capabilities of the device
At a recent press conference dedicated to the presentation of new Apple products, the new generation iPad Air and iPad Pro were officially presented.
As part of its advertising campaign, Apple released a new iPad Pro commercial called Crush, but after its airing, the ad was widely criticized, forcing Apple to apologize and refuse to air it on television.
Thor Mühren, Apple's Vice President of Marketing Communications, said: «Creativity is in Apple's DNA, and it is critically important to us to develop products that inspire creativity around the world.».
«Our goal — encourage users to express themselves and bring their ideas to life using iPad. However, this video does not accurately convey this concept. We regret that the advertisement will not be shown on television as planned», — he added.
In a minute-long video we are shown how a piano, guitar, TV, paint cans, toys and other things are crushed by a huge press. In the end it turns out that he «transformed» all these things in the iPad Pro.
The ad was originally intended to highlight the powerful capabilities of the thinnest iPad Pro, but some have interpreted it as a metaphor for the suppression of human creativity by technological power.