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The “Crush” video was published before the presentation of the new iPads and demonstrated how a hydraulic press destroys various and familiar things associated with creative activity.
“Just imagine the things the iPad can create,” Apple CEO Tim Cook wrote in a note with the X video.
Apple's advertising and Cook's statement were met with criticism online, noting that the company “devalues the creativity and work” of other people. Famous actors, directors and screenwriters also reacted to the video. Hugh Grant, for example, reposted it to his X page with the caption:
“Devaluation of human creativity. Made in Silicon Valley.”
Apple Vice President of Marketing Thor Miren subsequently said in a statement to Ad Age that the company had “missed the mark”:
“Creativity is in our DNA, and it is extremely important to us to develop products that empower creators everywhere. Our goal is always to celebrate the many ways users express themselves and bring their ideas to life using iPad. We missed the mark with this video and we're really sorry.”
Considering that the video is still available on the company’s CEO’s page on X, the apology sounds somewhat dubious. “Crush” currently has nearly 56 million views.
Meet the new iPad Pro: the thinnest product we've ever created, the most advanced display we've ever produced, with the incredible power of the M4 chip . Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
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