The latest Apple iPad Pro 'Crush!' ad was massively controversial, and now, Cupertino has issued a public apology for what it brought for the world, saying that it "missed the mark."

With this statement, Apple also claimed that they would no longer proceed with the planned television campaigns and promos that supposedly followed the online ad, but the video would remain available to the world. 

Apple iPad Pro 'Crush!' Ad 'Missed the Mark,' Says Sorry

Apple acknowledged how its latest Crush! ad brought a different kind of message for creatives all over the world, and the company recently issued a public apology saying that they "missed the mark." The company released its statement to Ad Age, saying that they are sorry for the video and claims that despite its message, creativity is still in the company's DNA. 

The video was posted on Apple CEO Tim Cook's X account and Apple's YouTube page, but Cupertino claimed that it had not received "any paid media" since posting it last Tuesday. 

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'Crush' TV Promo Canceled, Video Still Available

That being said, Apple claimed that it would no longer push through with Crush!'s television campaign and promo, and that it has planned to promote more of the iPad Pro using this messaging.

However, looking at Cook's X account and Apple's YouTube channel, the video is still available to watch.

The video depicts a gigantic crusher obliterating musical instruments, paint, books, TVs, PCs, cameras, retro gaming machines, and other creative tools, with its end product being the iPad Pro. Most of the world reacted against this, with Japanese users being very vocal regarding this video, upset with the ad. 

Apple and Its Thinnest, Most Powerful iPad Pro

Last May 7, Apple held its highly anticipated "Let Loose" event, which featured two new iPads in the lineup and delivered the latest of what the company has to offer for its tablets.

The new iPad Pro now features two OLED panels called Ultra Retina XDR, a nano-texture glass option, and a surprising M4 drop, while the iPad Air features the M2 and a new 12.9-inch size. 

The event also featured two new accessories in this release, the first being the Apple Pencil Pro, which brought advanced features for users, and the new Magic Keyboard.

The new accessories promise significantly improved features for the new iPad lineup, helping in productivity and creative work and making the experience easier and more advanced for users. 

Apple wanted to top it off with a new ad called 'Crush!' to reiterate that the iPad is all a person needs for real-world tools for creativity, entertainment, and more. 

However, it was not well received by the world, with many calling out the company, including the Japanese. This led to Apple's recent public apology and the cancellation of its planned TV promo for the iPad.

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