Apple says, 'We're sorry' for 'Crush' iPad Pro ad that seems to demolish creativity [USA TODAY]
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Source: USA TODAY
USA TODAY 's latest advertisement crushed it – and not in a good way. The 1-minute ad meant to highlight the thinness of the new iPad Pro touched a nerve among some in the creative community – maybe because the analogy hit too close to home at a time when In the ad, an imaginary trash compactor-like contraption crushes musical instruments, a record player, a TV, a video game arcade machine, a sculpture and a painting, a chess board, computers, books, sketches and cans of paint – with a rainbow of colors spilling over the side like blood – to produce an iPad. Entitled "Crush!," the ad landed Tuesday on YouTube and , the social media platform formerly known as Twitter. It was meant to promote the tech giant's event Wednesday about But reaction was so negative that on Thursday, the company issued a mea culpa. "Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world,” Apple marketing vice president To
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