Tor Myhren on a Decade of Apple Marketing: Triumphs, Lessons, and the 'Crush' Controversy

From Agency Creative to Apple’s Marketing Leader: Tor Myhren’s Journey

Tor Myhren’s decade-long tenure at Apple has been defined by innovation, resilience, and the relentless pursuit of creative excellence. As the company’s VP of Marketing Communications, Myhren has overseen some of the most iconic campaigns in tech history—while navigating the pitfalls of a rapidly evolving industry. Now, in an exclusive interview, he reflects on the highs, lows, and hard-won lessons of leading marketing for one of the world’s most valuable and scrutinized brands.

The ‘Crush’ Controversy: A Defining Moment in Apple’s Marketing

In May 2024, Apple’s marketing team unveiled a bold new spot for the iPad Pro, titled “Crush.” The ad, which depicted a collection of creative tools—pianos, paint cans, cameras, and more—being crushed into the device’s sleek frame, was intended to highlight the iPad Pro’s power and thinness. Instead, it sparked widespread backlash, going viral for all the wrong reasons.

The ad aired during the early days of the AI hype cycle, fueling fears that technological advancements would render creative professionals obsolete. Within 48 hours, Myhren publicly apologized and the spot was pulled. “When the world saw something other than what we intended in it, it was impossible to unsee,” Myhren recalls. The incident exposed a blind spot for Apple, a company long revered for its world-class marketing.

Rebounding from Failure: A Message of Resilience

Rather than retreat, Myhren used the controversy as an opportunity to reinforce Apple’s commitment to creative experimentation. In a meeting with his team in Menlo Park—and virtually with global colleagues—he delivered a clear message: fear has no place in Apple’s marketing. “If we start to play this game with fear, or get soft on our marketing, it’s going to hurt the brand a lot more,” he told them.

This wasn’t just a pep talk; it was a reaffirmation of Apple’s culture of bold, boundary-pushing creativity. For Myhren, the ‘Crush’ ad was a reality check—a reminder that even the most meticulously crafted campaigns can miss the mark. But it was also a gut punch that forced the team to double down on their vision.

Apple’s Marketing Evolution Under Myhren’s Leadership

When Myhren joined Apple in 2016, the company’s market value stood at approximately $540 billion. Today, it remains one of the most valuable brands in the world, a testament to the power of disciplined, innovative marketing. Over the past decade, Myhren has navigated the challenges of an industry where senior marketing executives come and go as frequently as their socks—yet Apple has maintained its sterling reputation.

His approach blends Apple’s signature minimalism with a willingness to take calculated risks. From the sleek product launches to the emotionally resonant ads, Myhren has helped shape a marketing strategy that feels both timeless and cutting-edge. Yet, as the ‘Crush’ controversy proved, even the most seasoned marketers must be prepared to course-correct when necessary.

“If we start to play this game with fear, or get soft on our marketing, it’s going to hurt the brand a lot more.”

What’s Next for Apple’s Marketing?

As Apple continues to push the boundaries of technology and design, Myhren’s role in shaping its public perception has never been more critical. With AI, augmented reality, and other emerging technologies reshaping the creative landscape, the pressure to innovate—and avoid missteps—has never been higher.

Yet, if his response to the ‘Crush’ controversy is any indication, Myhren is ready for the challenge. For him, marketing at Apple isn’t just about selling products; it’s about upholding a legacy of creativity, clarity, and courage. As he told his team in the aftermath of the ad’s failure: “It wasn’t the end of creative experimentation at the brand.”

For Tor Myhren and Apple’s marketing team, the journey is far from over.