Apple apologizes for iPad Pro advert that sparked criticism

Tech big Apple apologized Thursday after an advert for the iPad Pro launched earlier this week garnered criticism for its obvious portrayal of expertise crushing the artistic spirit.

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The advert spot, known as “Crush!” was revealed on-line Tuesday. It confirmed an industrial press crushing musical devices, a document participant, cans of paint, books and extra earlier than lifting to disclose an iPad Pro.

Apple CEO Tim Cook shared the video on social media, the place some customers criticized it as tone-deaf.

Actor Hugh Grant shared Cook’s publish, writing, “The destruction of the human expertise. Courtesy of Silicon Valley.”

Filmmaker and actor Justine Bateman additionally shared the video, writing, “Truly, what’s unsuitable with you?”

Apple apologized Thursday in a assertion to the advertising and media publication Ad Age, saying that it could not air the business on TV as deliberate. Apple’s vice chairman of selling communications, Tor Myhren, mentioned the advert was not meant to trigger offense.

“Creativity is in our DNA at Apple, and it’s extremely necessary to us to design merchandise that empower creatives all around the world0,” he advised Ad Age. “Our purpose is to at all times have a good time the myriad of the way customers categorical themselves and convey their concepts to life via iPad. We missed the mark with this video, and we’re sorry.”

The video continues to be obtainable to look at on-line.

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