Apple’s iPad Pro ad that ‘crushes creativity’ draws flak, tech giant issues apology

On Thursday, Apple issued an apology for its recent iPad Pro commercial titled “Crush,” which depicted various creative objects, such as a piano, video cameras, and cans of paint, being destroyed by an industrial crusher. The company admitted that the ad “missed the mark,” following a wave of criticism suggesting it contradicted the values Apple and its late co-founder Steve Jobs purportedly upheld.

Although “Crush” garnered millions of views on Apple’s YouTube channel and CEO Tim Cook’s X account, it never made it to television, and any plans for a TV broadcast have reportedly been scrapped, according to statements from the company.

The controversial ad, introduced by Apple’s CEO Tim Cook earlier in the week, showcased a machine crushing different items, only to reveal a single iPad Pro in their place. A voiceover then touted the device as “the most powerful iPad ever” and “also the thinnest.”

However, the implication that an iPad could encapsulate humanity’s cultural achievements within its slim 5mm frame was met with mixed reactions on social media. Actor Hugh Grant criticised the ad on X, suggesting it symbolised “the destruction of the human experience, courtesy of Silicon Valley.”

Apple’s vice-president of marketing communications, Tor Myhren, expressed regret over the controversial ad, stating, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

Although the ad remains available on CEO Tim Cook’s X account and YouTube, Apple has reportedly scrapped plans to air it on television.

Critics drew unfavourable comparisons between the ad and Ridley Scott’s iconic 1984 Apple Macintosh commercial, which depicted a sledgehammer-wielding heroine challenging an Orwellian future, accompanied by the tagline “You’ll see why 1984 won’t be like ‘1984’.”

A decade ago, this ad might not have stirred much controversy, but Apple’s marketers seemed to have missed the mark on the current context. The timing is especially unfortunate, coming just weeks before Apple’s anticipated unveiling of its generative AI features at WWDC—an announcement eagerly awaited by investors.

Generative AI, as you may know, relies on existing content for training, which means it’s drawing from the creative output of humans. This technology can algorithmically generate various forms of content like words, images, music, and even voices.

However, there’s a flip side to this innovation. It has the potential to disrupt the livelihoods of creators—many of whom aren’t employed by major tech companies like Apple or others in the Big Five. As corporations and consumers embrace these AI-driven tools, there’s a real concern about the impact on employment in creative industries, potentially putting many creators out of work.

(With inputs from agencies)