Apple apologizes for iPad ad with crushed piano

Apple has hit a nerve with an advertising clip for its new iPad model - just not in the way the company might have hoped. Apple apologized and said it would not broadcast the commercial on television.


It is important for the company to design products for creative people, Apple manager Tor Myhren told the advertising trade journal Ad Age on Thursday. "We missed the mark with this video and we're sorry."

The video was intended to emphasize the diverse capabilities of the Pro model of the tablet series in a sensational way: Musical instruments such as a trumpet and a piano as well as paint pots, cameras, a sculpture and a video game machine are crushed in a gigantic press. Then the press opens again - and inside is an iPad.

CEO Tim Cook published the video on Tuesday at the presentation of the new iPad models on X.

However, many viewers were outraged by the destruction, even if it appeared to be computer-generated. There was widespread criticism in online networks that the video was crushing tools of creativity. Actor Hugh Grant complained on the online platform X about the "destruction of the human experience" by Silicon Valley. (SDA)

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