When introducing the new M4 iPad Pro models, Apple showed a video of a hydraulic press crushing all manner of creative tools, including musical instruments, electronic equipment, arcade games, paint and brushes, computers, cameras, and more, with the aim of demonstrating how the iPad represents all of the tools condensed into a single device.
The upset over the Crush ad led Apple to issue an apology. In a statement to Ad Age, Apple marketing vice president Tor Myhren said that the video ultimately 'missed the mark.'
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