It has been two days since Apple released its iPad Pro ad called "Crush!" and it's safe to say that the video disappointed a lot of creatives. The tech giant recognizes how badly it turned out and even apologized for it, which could probably just be damage control.
Apple Says the Ad 'Missed the Mark'
There are a lot of ways one can make a point to prop up a product, but Apple's iPad Pro ad instead chose to destroy electronics and other art-related items. Naturally, this angered a lot of artists and called out Apple for its blatant destruction of expensive and useful materials.
For context, the ad in question showed a hydraulic press crushing several objects including monitors, camera lenses, a guitar, a classic game arcade cabinet, paint cans, a trumpet, and even a piano as paint trickled down the instrument and eventually got crushed.
In a statement, Apple's Vice President of Marketing said that they "missed the mark," as reported by The Verge. "Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world."
The company also reasoned that its goal is to always celebrate "the myriad of ways users express themselves," and to bring those ideas to life using the iPad. "We missed the mark with this video, and we're sorry."
Unfortunately, the damage has already been done and creatives understood the message loud and clear. "Notting Hill" actor Hugh Grant expressed that it was a "destruction of human experience," and "Handmaid's Tale" director Reed Morano told Apple CEO Tim Cook to "read the room."
It's clear that Apple fumbled the advertisement badly, especially when even popular individuals decided to share a piece of their minds. The company will have to do damage control if it doesn't want to affect the sales of the new iPad Pro.
More importantly, this serves as a lesson to tech giants to respect other mediums of creation, even if it does aim to replicate the same functions to make projects easier. At the very least, destroying perfectly good equipment should be out of the question.
Apple's Latest iPad Pro
With all that said, people can still purchase the product without being judged. After all, it is the most advanced version of Apple's flagship tablet featuring an M4 chip. Buyers can choose between the 11-inch model or the 13-inch model, which will have a $300 difference.
There are four storage options such as 256GB, 512GB, 1TB, and 2TB. As for the display glass, there's the Standard glass which is used for all the other products, and then there's the Nano-Texture glass which is only available for the 1TB and 2TB options.
Aside from the iPad Pro itself, the box already comes with a USB-C cable and a 20W USB-C power adapter. People can now order the latest iPad Pro 11-inch for $999 and the 13-inch for $1,299 which will be released to buyers next week.
