Apple’s “Sorry” For That Much Criticized Crushing iPad Ad, But Maybe Not Too Sorry – Update

Dominic Patten
·4 min read
4
  • Oops!
    Something went wrong.
    Please try again later.

UPDATE, 3:08 PM: Apple CEO Tim Cook’s X post on the much condemned “Crush” ad for the new iPad Pro has been viewed around 53 million times and the in-house produced promo is still on the tech giant’s YouTube page, but Apple is now saying sorry.

“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Apple marketing kingpin Tor Myhren told Ad Age today as the backlash intensified. “We missed the mark with this video, and we’re sorry.”

More from Deadline

Well, maybe not that sorry – as after two days they still haven’t taken the literally and figuratively destructive ad down.

PREVIOUSLY MAY 8 AM: Apple’s new iPad Pro isn’t hitting the shelves for another week, but the self-described “thinnest Apple product yet” is already being crushed because of a new ad.

Released yesterday at a virtual launch by the tech giant ahead of the new iPad’s May 15 drop, the minute-long ad is called Crush. Created by Apple’s in-house team, the promo with a soundtrack of the Sonny and Cher 1971 tune “All I Ever Need Is You” literally crushes most of the physical history of creativity in a heavy-handed manner that makes the New Coke fiasco of the Reagan Era look like a near win – as you can see above.

As Apple tries to reinvigorate slumping iPad sales, CEO Tim Cook praised the ad and the forthcoming tablet online on May 7 with a “Just imagine all the things it’ll be used to create” call-out. That’s Cook’s job, but the exec seems to be nearly alone in his POV as the ad has generated a scathing backlash from almost everyone else.

Among those taking the tech giant, who is facing a Department of Justice suit over an alleged illegal monopoly over the smartphone market, to task for its sheer insensitivity and misstep are Hugh Grant and Justine Bateman.

The often acerbic Wonka star took a bite out of Apple earlier Wednesday:

Creed II scribe and Luke Cage creator Cheo Hodari Coker said the ad was problematic, really:

Bill & Ted franchise and Men in Black screenwriter Ed Solomon tried to see the demolition from Apple’s perspective:

Emmy-winning and Directors Guild Award winning Handmaid’s Tale director Reed Morano was pretty blunt:

Well versed anti-AI activist, former Family Ties star and filmmaker Bateman was even more blunt in her reaction:

In fact, Bateman ever offered up an example of how Apple could fix their self-inflicted wound of destruction:

Still, a far, far cry from Apple’s breakthrough anti-authoritarianism 1984 ad of 40 years ago, the original Crush ad has been watched almost 400,000 times on YouTube since its release on Tuesday. As is standard with most videos Apple puts up on the platform, the comments have disabled.

Might have been the best decision Apple made in this whole situation.

On the other hand, Cook’s tweet of yesterday has been seen 28 million times, with 7.8 million comments — and the positive ones are like a needle in a haystack to find.

Apple, who are usually flawless in their marketing and communication, did not respond to request for comment on the Crush ad and the reaction it has seen. If and when they do or if Tim Cook himself reacts, we will update this post.

Best of Deadline

Sign up for Deadline's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.