Barely 48 hours after launching it, Apple is apologizing for its ad for the iPad Pro, and pulling it from running on broadcast TV.

Created by the company’s in-house creative team, “Crush” featured a strategically bundled collection of creative tools like instruments and turntables all piled up in an industrial press, which then were slowly and completely crushed into oblivion to the tune of Sonny & Cher’s “All I Ever Need Is You.” All that’s left at the end is a shiny, new iPad Pro.

Apple’s VP of marketing communications Tor Myhren told AdAge, “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.” 

Crushing the symbols of human creativity to produce a homogenized branded slab is pretty much where the tech industry is at in 2024 https://t.co/BzOKsx8sX6

— Hari Kunzru (@harikunzru) May 8, 2024

The apology comes after a loud and emotional backlash from many of Apple’s biggest fans across creative industries. As I wrote (June 03, 2024), many accused the brand of being tone-deaf and alienating creative professionals—the very people Apple wants the ad to reach. Others expressed sadness that Apple chose to tear down useful, practical tools in order to elevate its own.

Apple has become one of the world’s greatest marketers for a reason. While this was a rare misstep, the quick turnaround and statement from Myhren is the kind of decisive, transparent move that wins back goodwill.

Now, the brand is probably hoping everyone will now stop yelling at them and go watch its Mandolorian-themed iPhone spot instead.