Apple Apologizes for Crush! Video

On Tuesday, Apple introduced its new iPad Pros with a video called Crush! that was meant to convey how much the device can do. The trouble was the way the video delivered the message, depicting musical instruments, books, a record player, paints, a TV, and many other creative tools being crushed by a hydraulic press. When the press opened, it revealed the new iPad Pro.

Crush! was widely criticized by the creative community, including actor Hugh Grant, director Reed Morano, and many others. Within hours, the story had spread beyond the tech industry to all corners of the mainstream media.

Today, as reported by The Verge, Apple vice president of marketing Tor Myhren made a statement to Ad Age, apologizing for the video saying:

Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. 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.

Earlier today, Federico and I covered the firestorm caused by the video on MacStories Unwind+ for Club MacStories members. During the episode, which will be generally available tomorrow, Federico predicted this outcome, which I think is the right move given the widespread strong reaction to the video.