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Apple Apologizes for iPad Ad Amid Controversy: ‘We Missed the Mark’
Apple apologized for its iPad Pro ad showing creative objects getting crushed into oblivion, after it stirred up a storm of controversy.
The tech giant’s commercial for the new, ultra-thin iPad Pro models caused an uproar after CEO Tim Cook posted it on X, with a caption reading, “Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. The “Crush!” ad shows various creative and cultural objects — including a TV, record player, piano, trumpet, guitar, cameras, a typewriter, books, paint cans and tubes, and an arcade game machine — getting demolished in an industrial press. The iPad Pro ad generated fury among many in Hollywood, including Hugh Grant and filmmaker-actor Justine Bateman, who saw it as a vivid illustration of Big Tech laying waste to creative industries.
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