Engadget - Apple apologizes for iPad Pro ad

It's Friday, May 10, 2024.

Apple has apologized for its Crush! ad, which sparked a furious backlash among artists, musicians, and other creators. AdAge reports Apple said the video “missed the mark,” and it has scrapped plans to run the commercial on TV. The video shows a series of musical instruments and other tools for human expression, including a guitar, drums, trumpet, amplifiers, record player, TV and much more being crushed to “All I Ever Need Is You” by Sonny and Cher. The crusher pulls up to reveal an iPad. Tonally, you could see how it could be misconstrued.

Apple is rumored to have more AI tricks planned for its next WWDC, while this new iPad Pro has a chip that boasts a lot of AI power, all with the looming threat of AI to creatives.

But — and imagine I’m using my indoor voice, here — it’s just an ad. However, Apple is such a huge company that it wields a huge amount of influence. And everyone is watching.

— Mat Smith

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