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Apple Apologises For Hydraulic Press Advert

May 10, 2024 11:23 am in by Trinity Miller

Apple faced severe backlash online after releasing a video of a huge hydraulic press crushing a collection of cultural and artistic artefacts and tools. Although the new device is impressively thin and powerful, the implication that humanity’s best creative tools can be destroyed and reimagined within the confines of 5mm was seen as inappropriate by many.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” said Tor Myhren, Apple’s vice-president of marketing communications, in a statement sent to the trade publication Ad Age. “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.”

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Many have remixed the ad by simply reversing it.

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