The "Crush!" ad depicts a hydraulic press crushing a variety of creative tools, including musical instruments, game consoles, paints, sculptures, camera lenses, and CRT TVs, suggesting that these creative tasks can all be accomplished with the iPad Pro. The company also mentions that the new iPad Pro is quite thin and light. According to Ad Age , the ad was produced by Apple's internal team and not commissioned by an outside team.
Apple has admitted mistakes in advertising the new iPad Pro
Not long after the ad was released, consumers were outraged with Apple. Creators felt that destroying creative tools was disrespectful. Many also felt that the smashing of objects was inappropriate and considered it the worst Apple ad in recent years.
Shortly after receiving comments from consumers, Tor Myhren - Apple's vice president of marketing communications publicly apologized for the ad to Ad Age and said that the ad had misrepresented its point of view. Mr. Myhren said in a statement: "At Apple, creativity is in our DNA, so it is important to us to design products that support creators around the world . Our goal has always been to celebrate people expressing themselves and bringing their ideas to life through iPad. This video fails to convey that concept and we sincerely apologize."
However, both Apple's YouTube channel and CEO Tim Cook's X account posted "Crush!" ads promoting the iPad Pro, which have not yet been removed. Meanwhile, Apple said its marketing plans to air the commercial on television have been canceled.
Source: https://thanhnien.vn/apple-xin-loi-vi-quang-cao-ipad-pro-qua-da-185240510110118871.htm
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