Apple Apologizes for ‘Crush’ Ad: ‘We Missed the Mark With This Video, and We’re Sorry’

Tor Myhren, Apple’s VP of marketing communications, in a statement to Ad Age:

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.

Not just an apology, but an apology attributed to a person. That’s how you do it.

The standard shouldn’t be never to make a mistake. It’s to make as few mistakes as possible, but quickly recognize, acknowledge, and address the ones you do make.

(Via 9to5Mac, which helpfully quotes Myhren’s entire statement. Ad Age’s paywall offers zero free page views.)

Thursday, 9 May 2024