In a recent marketing misstep, Apple released an ad for the “Let Loose” iPad event that received heavy criticism. The ad, titled “Crush!”, featured a hydraulic press crushing various items on a platform, including musical instruments and old-school arcade games. While some found the ad’s destructiveness amusing, many others took offense.
The controversy stemmed from the fact that Apple’s new iPad Pro models use OLED displays instead of LCD screens, allowing for a thinner design than ever before. The 11-inch model is just 5.3mm thin, while the 13-inch model is an even slimmer 5.1mm. Despite the technical innovation behind the product, the ad failed to resonate with viewers.
Apple’s VP of marketing communications, Tor Myhren, issued an apology for missing the mark with the “Crush!” video. He emphasized Apple’s commitment to creativity and empowering users worldwide. While Apple initially planned to use the video in an advertising campaign, negative feedback led them to reconsider.
Some may argue that the backlash was unwarranted and that we’ve become too sensitive as a society. After all, it’s just an ad – not something truly offensive. Regardless, Apple has decided not to use the “Crush!” video in any paid media campaigns moving forward.
Ultimately, while opinions may differ on whether Apple had something to apologize for, one thing is clear: they value user feedback and are committed to creating products that inspire creativity and self-expression. Let’s hope this misstep serves as a learning opportunity for future marketing endeavors at Apple.
