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Apple apologizes for iPad 'Crush' ad that 'missed the mark'

“We missed the mark with this video, and we’re sorry.”

Apple has apologized 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.” 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.

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