Japan Had an Especially Negative Reaction to Apple’s “Crush” Ad
Apple’s controversial “Crush” ad received a negative reaction — especially in Japan. We’ve rounded up some of the most pained reactions.
On May 7, Apple released a new commercial for the iPad Pro, touting its new thin look and M4 processing chip. Apple CEO Tim Cook tweeted the ad on X (formerly Twitter) and hyped up the product with the closer “Just imagine all the things it’ll be used to create.”
That statement rang false, given that the ad features an industrial crusher destroying just about every musical instrument and art material. In the minute-long ad, Sonny & Cher’s “All I Ever Need is You” plays as instruments and creative tools are unceremoniously destroyed to create the new iPad Pro. The attempt to market the product’s all-in-one versatility and slim look instead came off as tone-deaf and dystopian in a time when corporations continue to decimate creative industries brutally.
Unsurprisingly, the ad received an overwhelming amount of criticism — and the criticism from Japan was especially loud.
