During its “Let Loose” event in May, Apple announced “Crush!” for the new 2024 iPad Pro series. He published an interesting advertisement called. for Improve your gear, creativity and versatility. Interestingly, the commercial received a lot of criticism on social networks, including from some celebrities.

What we see in the iPad Pro commercial A giant press that crushes and destroys all kinds of musical instruments, paint cans, statues, video cameras and other items. The idea of ​​the video is that the 2024 iPad Pro packs everything you can do with them into an ultra-thin size. However, the concept was not well received by creators and artists.

Apple apologizes for iPad Pro announcement

After the announcement was released, numerous actors, artists, and content creators harshly criticized Apple. british actor Hugh Grant While some commented that the ad “destroyed the human experience”, others dared to say “Apple killed the spirit of Steve Jobs”.

The destruction of human experience. Courtesy of Silicon Valley. https://t.co/273XB3CfnF

— Hugh Grant (@HackedOffHugh) May 8, 2024

On the other hand the writer Justine Bateman He claimed that technology and artificial intelligence exist to destroy art and society in general.

Caused @Manzana Are you making an ad that crushes art? Technology and #AI It means destroying art and society in general.
This doesn’t make things any better. This makes some people incredibly rich at the expense of all of us.
“The love of money is the root of all evil” 1Ti 6:10. pic.twitter.com/PnEYO4H7FB

— Justine Bateman (@JustineBateman) May 9, 2024

Okay then, Apple decided to apologize for the iPad Pro announcement in a statement to Ad Age. Tor MyhrenApple’s vice president of marketing and communications stated on this occasion that the company “missed the mark” with its announcement.

Creativity is in our DNA at Apple, and designing products that empower creators around the world is incredibly important to us. Our goal has always been to celebrate the endless ways users can express themselves and bring their ideas to life through iPad. We missed the mark with this video and we’re sorry.

The iPad announcement was posted on Apple’s official YouTube channel but has not yet been broadcast on television or other paid media. Now Apple says it plans to cancel the ad from airing on television.

Assuming no one likes to see valuables destroyed, it’s understandable that some people don’t like Apple’s announcement. Especially those who make a living using these instruments. Maybe Apple’s idea was a little daring.