- Apple apologizes for controversial “Crush” iPad ad depicting creative destruction.
- Ad crushed analog tools into iPad form, sparking backlash.
- Company cancels TV airing plans after missing the mark.
iCrush crushed
Apple has found itself in hot water over its latest advertisement, “Crush.” The ad depicts a tower of creative tools and analog items being literally crushed into the form of an iPad, promoting the device’s capabilities.
However, the visual metaphor has drawn widespread criticism, prompting Apple to apologize and cancel plans to televise the ad.
Tor Myhren, Apple’s VP of Marketing, acknowledged to Ad Age, “We missed the mark with this video, and we’re sorry.” Apple declined to provide further comment to TechCrunch.
When creativity gets compressed
While artistic destruction is common in various media, the ad’s message struck a nerve with many, including viewers who found the imagery insensitive to the value of physical creative tools and analog processes.
The crushed items, though perhaps inexpensive individually, symbolize the tangible and real – aspects that some perceive Apple as dismissing in favor of its digital offerings.
Despite the controversy, the video’s production quality was lauded, reflecting Apple’s typically high standards for advertising.
Nevertheless, the backlash highlights the delicate balance between creative expression and audience perception in the tech industry’s marketing efforts.
