Apple has apologised after a backlash over an advert that showed objects, including musical instruments and books, being crushed by a hydraulic press.

Apple apologises after piano crushing ad backlash

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2024-05-10 04:30:04

Apple has apologised after a backlash over an advert that showed objects, including musical instruments and books, being crushed by a hydraulic press.

Apple said the advert fell short of its goal of empowering and celebrating creatives, in a statement released to marketing publication Ad Age.

“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry,” Tor Myhren, Apple’s VP of marketing communications said in the statement.

Apple boss Tim Cook has been called tone deaf, external for his post on X, formerly Twitter, about the device, where he asked people to, external "imagine all the things it’ll be used to create".

The advert attempts to show what Apple's latest tablet is capable of, such as watching television programmes, listening to music and playing video games, while making the point that the new device is particularly thin.