Apple apologizes for announcing the new iPad. “The objective was missed, we apologize”

This week, the technological giant Apple presented its latest line of iPads to the market, including the new iPad Pro, which features the brand’s latest processor, the Apple Silicon M4. During the presentation event, to promote this model, the Cupertino brand showed an advertisement that did not please the brand’s loyal followers.

The film in question is called Crush and begins by showing various objects used for entertainment and the creation of art such as a trumpet, guitars, cameras, a piano and even a video game machine being crushed by an industrial hydraulic press. At the end, and after crushing each of these objects, the machine opens again to reveal the new iPad Pro.

According to the brand, this approach was chosen for the advertisement because it sought to highlight new characteristics of the new product as it is a thinner model that concentrates all the characteristics of these objects that were crushed by the hydraulic press.

The ad is now being criticized on social media for not being in line with Apple’s positioning over the years. Many followers accuse the company of wanting to destroy art and of moving away from the brand that stated it would not work to make 1984 like 1984.

Apple responded to its followers through a response sent to the online magazine Ad Age signed by Tor Myhren, the technology’s vice president of marketing, who said “our goal is to always celebrate the countless ways in which users express themselves and bring their ideas to life.” your ideas through the iPad. We missed the point with this video and we apologize.”