Just a couple of days ago, Apple announced its most powerful line of iPads, the Apple M4-powered iPad Pro. This is a device that’s truly a powerhouse and a boon for creators. However, many creators were not hip to the new commercial that the company aired. As such, Apple apologized for its Crush iPad commercial.
In case you missed it, Apple announced four new iPads. It started off with the latest iPad Air devices. There is an 11-inch iPad Air and a new 13-inch iPad Air. These devices are powered by the powerful Apple M2 Chip.
However, the star of the show was the new line of iPad Pro models. just like with the iPad Air, there is an 11-inch and 13-inch model. These devices are powered by the Apple M4 chip, have a peak brightness of 1,600 nits, are incredibly thin, and come with updated first-party apps. It’s a competitor to the Galaxy Tab S9 Ultra.
You can get an iPad Air for as low as $599 and an iPad Pro for as low as $999.
Check out the new iPads
Apple apologized for the Crush iPad commercial
The commercial in question was aired during Apple’s live event. It shows a hydraulic press crushing a mountain of items such as musical instruments, works of art, paint, amps, Etc. These are all Testaments to human creators, and they were compacted until the hydraulic press was completely finished. Then, depressed would rise to reveal an iPad Pro.
So, the point of the commercial was to say that an iPad Pro is basically every form of human expression compressed into one device. The company isn’t exactly wrong in that respect, as iPad Pros are very creator-focused. However, this did not sit well with many creators, as many would see this as Apple crushing human expression. Sure, LG made a similar ad 10 years ago, but there was no looming threat of AI back then. Nowadays, human expression is at risk, so we can all see why this commercial was controversial.
As such, Apple apologized for the commercial, and said that it “missed the mark”. Also, the company that’s also removed the commercial from circulation and scrapped plans to air it on TV. We’re sending that the company will make another ad to advertise the iPad Pro