"We missed the mark". Apple has apologized for the "disastrous" iPad promo, but it doesn't look like it's going to remove it

The video "Crush" was released before the presentation of the new iPad and demonstrated how a hydraulic press destroys various familiar items related to creative activities.

"Just imagine the things that can be created with iPad," Apple CEO Tim Cook wrote in a note with the video on X.

Apple's ad and Cook's statement were received critically in the network, noting that the company "devalues the creativity and work" of other people. The video also received reactions from well-known actors, directors, and screenwriters. Hugh Grant, for example, reposted it on his X page with the caption:

"Devaluing human creativity. Made in Silicon Valley."

Subsequently, Apple's Vice President of Marketing, Tor Myren, said in a statement to Ad Age that the company "missed the mark":

"Creativity is in our DNA, and it is incredibly important for us to develop products that provide opportunities for creators worldwide. Our goal is to always celebrate the many ways users express themselves and bring their ideas to life with iPad. We missed the mark with this video, and we are very sorry."

Considering that the video is still available on the company CEO's X page, the apologies sound somewhat doubtful. Currently, "Crush" has nearly 56 million views.

Meet the new iPad Pro: the thinnest product we've ever created, the most advanced display we've ever produced, with the incredible power of the M4 chip. Just imagine all the things it'll be used to create. pic.twitter.com/6PeGXNoKgG

— Tim Cook (@tim_cook) May 7, 2024