Apple apologises for iPad ‘Crush’ ad that ‘missed the mark’ is profiled by BTW Media because published evidence links it to internet infrastructure, governance, operational dependencies, or market visibility.
Apple apologises for iPad ‘Crush’ ad that ‘missed the mark’ is tracked as a internet infrastructure institution within the internet infrastructure ecosystem.
Apple apologises for iPad ‘Crush’ ad that ‘missed the mark’ has public-source relevance to network operations, governance, dependency mapping, or market structure.
Apple apologises for iPad ‘Crush’ ad that ‘missed the mark’ has public-source relevance to network operations, governance, dependency mapping, or market structure.
Apple apologises for iPad ‘Crush’ ad that ‘missed the mark’ is tracked as a internet infrastructure institution within the internet infrastructure ecosystem.
Public-source signals support medium-impact monitoring for infrastructure visibility and dependency analysis.
Apple apologises for iPad ‘Crush’ ad that ‘missed the mark’ is profiled by BTW Media because published evidence links it to internet infrastructure, governance, operational dependencies, or market visibility.
Public-source signals support medium-impact monitoring for infrastructure visibility and dependency analysis.
| 0.90–1.00 | A | High — direct sources |
| 0.75–0.89 | A/B | Strong |
| 0.55–0.74 | B/C | Medium |
| 0.35–0.54 | C/D | Weak–medium |
| 0.10–0.34 | D | Weak signal |
| 0.00–0.09 | D | Internal monitoring |
Several public sources
- Apple has apologised after a commercial meant to showcase its brand-new iPad Pro drew widespread criticism among the creative community.
- In a statement provided to Ad Age, Tor Myhren, Apple’s vice president of marketing, said the company “missed the mark.”
- “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”
Apple introduced the M4-powered iPad Pro, which the company described as its thinnest product ever. To advertise all the creative possibilities with the iPad, it released a “Crush!” commercial that shows things like a piano, record player, paint, and other works flattening under the pressure of a hydraulic press. At the end, only one thing remains: an iPad Pro. This advert has caused a lot of upset.
Also read: Apple releases latest iPads with M4 chip
Ad rubbed some creatives the wrong way
The ad rubbed some creatives the wrong way. Hugh Grant called it a “destruction of human experience,” while Handmaid’s Tale director Reed Morano told Apple CEO Tim Cook to “read the room” in a post on X. Apple didn’t immediately respond to The Verge’s request for comment.
Also read: Apple is pursuing AI ambitions at a lower cost than its rivals
Apple apologises
Apple issues apology following backlash over iPad Pro commercial, admitting to missing the mark in celebrating creativity. Tor Myhren, Apple’s VP of marketing, states, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”
At A Glance
- Name: Apple apologises for iPad ‘Crush’ ad that ‘missed the mark’
- Type: Internet infrastructure institution
- Base: Global
- Profile focus: Institution
What It Does
- Public records support monitoring of its role, services, and key relationships.
Why It Matters
- Public-source signals support medium-impact monitoring for infrastructure visibility and dependency analysis.
- Operational criticality: Medium
- Time horizon: Next quarter
What To Watch
- Monitoring focuses on verified service continuity, governance changes, and relationship signals.
Track verified source updates, role changes, and current public evidence.
Public-source signals support medium-impact monitoring for infrastructure visibility and dependency analysis.
Longer-term relevance depends on verified operating, policy, and relationship changes.
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