APPLE has apologized for its “Crush!” ad, which sparked a furious backlash among artists, musicians, and other creators. AdAge reports Apple said the video “missed the mark,” and it has scrapped plans to run the commercial on TV.

The ad for the new iPad Pro, posted on social media Tuesday by Apple CEO Tim Cook, was met with backlash from internet users who felt that the ad celebrated technology’s destruction of human creativity and art. “The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice,” wrote one social media user. “This ad effectively convinced me I need less technology in my life,” wrote another.

The video shows a series of musical instruments and other tools for human expression, including a guitar, drums, trumpet, amplifiers, record player, TV and much more being crushed to “All I Ever Need Is You” by Sonny and Cher. The crusher pulls up to reveal an iPad. Tonally, you could see how it could be misconstrued.

Apple’s intention seems straightforward: Look at all the things this new product can do. But critics have called it tone-deaf — with several marketing experts noting the campaign’s execution didn’t land.

“I had a really disturbing reaction to the ad,” said Americus Reed II, professor of marketing at The Wharton School of the University of Pennsylvania. “I understood conceptually what they were trying to do, but ... I think the way it came across is, here is technology crushing the life of that nostalgic sort of joy (from former times).”

The ad also arrives during a time many feel uncertain or fearful about seeing their work or everyday routines “replaced” by technological advances — particularly amid the rapid commercialization of generative artificial intelligence.

(SD-Agencies)