Apple Apologizes for New iPad Pro 'Crush' Ad

Apple has issued an apology following the backlash against its new 'Crush' ad, used to unveil the next-generation M4 iPad Pro.

First shown during its 'Let Loose' special event, the ad features a giant crusher that slowly descends to flatten an array of creative tools and objects (guitar, piano, sound board, paints, camera, etc). When the crusher retracts, a new thinner iPad Pro is revealed.

Critics found the ad distasteful, noting that the destruction of these objects is representative of how technology is crushing human creativity.

Here are just a few of the brutal comments on Tim Cook's share of the video on X:

@JuddBaroff: "I'm not sure 'wanton destruction of all the good and beautiful things is this world' was really the vibe you were trying for."

@akiroom: It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I'm ashamed to buy Apple ...