Why Apple is ‘sorry’ about its new iPad Pro commercial; won’t air it on TV

In a rare and unprecedented move, Apple has issued an apology for its new iPad Air Pro commercial. Cupertino won’t air the advertisement on television either, as previously intended.

Titled “Crush!”, the ad features an industrial press “crushing” various objects, including a TV, musical instruments, books, and more, set to Sonny and Cher’s “All I Ever Need Is You.”

Although the ad, shared by CEO Tim Cook, aims to showcase the iPad Pro’s versatility in consuming and creating content, it has sparked criticism from Hollywood and other creative sectors. Rather than celebrating technological innovation, the commercial has been interpreted as symbolising the tech industry’s destruction of traditional cultural mediums.