Apple apologises for iPad Pro advert that crushed vintage musical instruments

Apple has apologised for “missing the mark” with their new iPod Pro advert, in which vintage musical instruments and equipment are crushed.

The advert caused controversy among music fans after being shared by company CEO Tim Cook this week. It shows vintage guitars, pianos, trumpets and metronomes, as well as turntables, speakers and arcade games being crushed, backed by a soundtrack of Sonny & Cher’s ‘All I Need Is You’.

Apple‘s new iPad Pro advert, which sees a selection of vintage instruments being destroyed, has caused controversy among music fans.

The advert was shared by company CEO Tim Cook and features vintage, guitars, pianos, trumpets, and metronomes, as well as turntables, speakers, and arcade games being crushed to a soundtrack of Sonny and Cher‘s ‘All I Need Is You’.

Fans have flocked to social media to share their outrage at the advert. “Can’t recall the last time I saw a promo that so immediately and completely turned me against the product it was supposed to be selling,” one wrote.

Check out the advert – and the displeased response to it – below.

Can’t recall the last time I saw a promo that so immediately and completely turned me against the product it was supposed to be selling. Catastrophically awful. Genuinely dystopian. Holy shit. https://t.co/NLbiCG4MXh

— Chris Schilling (@schillingc) May 8, 2024