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Apple apologizes for iPad Pro ‘Crush’ ad after massive backlash

Apple has scrapped plans to run its infamous iPad Pro “Crush” ad, issuing an apology for coming off insensitive toward artists.

A yellow ball being squished by a hydraulic press
Apple’s ‘Crush’ ad

At Tuesday’s Apple Event, Apple unveiled its new iPad Air and iPad Pro lineup. During the event, it also debuted a new iPad Pro commercial, dubbed “Crush.”

The one-minute ad shows paints, guitars, toys, sculptures, and more, all being crushed by a hydraulic press, which then rises up again to reveal the iPad Pro. Artists quickly pointed out the ad was insensitive — and more than a little creepy.

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