Apple apologizes for the controversy following the new iPad Pro advertisement.

Apple's new iPad Pro advertisement shows a scene where various creative tools are crushed. Photo: Apple

Ad Age quoted the iPhone manufacturer as saying: "Our goal is to celebrate how users express themselves and bring their ideas to life through the iPad. We missed that goal with this video and we regret it."

The advertisement, titled "Crush," has garnered over a million views on Apple's YouTube channel and was shared by CEO Tim Cook on the social media platform X. It depicts various creative tools and objects, such as cameras, guitars, pianos, and paint, being destroyed by an industrial crusher.

Then, when the mill opened, the new iPad appeared. Apple's idea was to "compress" a lot of real-world experiences into an ultra-thin device, symbolizing the powerful capabilities of the new tablet.

Many online users criticized the advertisement as insensitive and out of line with the company's direction.

The Cupertino-based tech giant unveiled this tablet on May 7th, featuring a new artificial intelligence chip, as Apple is racing to catch up with its Big Tech rivals in the race to dominate emerging technologies.

Apple says the new iPad Pro has an upgraded display and is "Apple's thinnest product ever."

Source: https://laodong.vn/cong-nghe/apple-xin-loi-vi-nhung-on-ao-sau-quang-cao-ipad-pro-moi-1338209.ldo