Apple went public to apologize for one of the advertisements for the new iPad Pro, in which instruments appear to be crushed, following criticism from several artists, including actor Hugh Grant and the product Crispin Hunt.
In the promotional video, several instruments, vat cans and mixing tables appear on top of a platform on which a hydraulic press descends that crushes the objects.
In the end, with the press lifting, an iPad appears alone and, according to the Californian company, the metaphor was that the creativity gathered in all those objects could be compressed into an iPad – in other words, that the device can be equivalent to everything that which was crushed.
The announcement did not go down well with several artists and there were several protests on social media, directed in particular at Apple’s leader, Tim Cook.
Actor Hugh Grant said he saw “the destruction of the human experience, courtesy of Silicon Valley”, while Crispin Hunt, composer and producer of artists such as Lana del Rey and Florence and the Machine, said that crushing instruments is equivalent to burning books.
In a statement, Apple’s vice president of communications and marketing, Tor Myhren, assured that the company’s goal is “always to celebrate the myriad ways in which users express themselves and bring their ideas to life through the iPad.”
“We missed the objective with this video and for that we apologize”, it also reads.
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