Apple has issued an apology for its controversial ”Crush!” advertisement that received negative feedback from artists, musicians, and creators. According to AdAge, Apple acknowledged that the video did not resonate well with the audience and has decided not to air the ad on television.
The intention behind the ad was to symbolize the creative possibilities that come with investing in a new iPad Pro. During the event on Tuesday, the commercial showcased various musical instruments and tools for artistic expression, such as guitars, drums, trumpets, and more. The soundtrack for the ad was “All I Ever Need Is You” by Sonny & Cher.
As the ad progresses, it becomes apparent that all the instruments are placed on a crusher, which crushes them into colorful smoke. However, when the crusher lifts, it reveals that the destroyed items have magically transformed into shiny new iPads.