Apple apologizes for its tone-deaf ad that crushed human creativity to make an iPad

Apple has reportedly apologized for its tone-deaf “Crush!” ad that sparked a furious backlash with artists, musicians and other creators. AdAge reports that Apple said the video “missed the mark” and has scrapped plans to run the cutesy-turned-cringey commercial on TV.

It’s clear that Apple intended for the ad to serve as a metaphor for all the myriad creative tools one has when they throw down $1,000 or more for a new iPad Pro. Run during Tuesday’s event, the video shows a series of musical instruments and creative tools, including a guitar, drums, trumpet, amplifiers, record player, TV and much more. “All I Ever Need Is You” by Sonny & Cher soundtracks the clip.

Soon, it’s revealed that the objects are all sitting on an industrial crusher. The crusher descends upon the scattered creative instruments, exploding in plumes of colorful smoke. But when the crusher ...