Video "Crush" was published before the presentation of the new iPad and demonstrated how a hydraulic press destroys various familiar things related to creative activities.
"Just imagine the things that iPad can create," wrote Apple CEO Tim Cook in a note with the video on X.
Apple's ad and Cook's statement with criticism were perceived in the network, noting that the company "devalues the creativity and work" of others. Famous actors, directors, and screenwriters also reacted to the video. Hugh Grant, for example, reposted it on his X page with the caption:
"Devaluing human creativity. Made in Silicon Valley."
Subsequently, Apple's Vice President of Marketing, Tor Myhren, said in a statement to Ad Age that the company "missed the mark":
"Creativity is in our DNA, and it is extremely important for us to develop products that provide opportunities for creators around the world. Our goal is to always celebrate the many ways users express themselves and bring their ideas to life with the iPad. We missed the mark with this video, and we are very sorry."
Considering that the video is still available on the company CEO's X page, the apologies sound somewhat doubtful. Currently, "Crush" has nearly 56 million views.
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. Just imagine all the things it'll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
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