VIDEO: Advertising for the new iPad came across. Apple has apologized and is canceling the plan to air it on TV

US company Apple has apologized for an ad for its latest iPad Pro that angered a number of artists and customers. The company also said it would not air the ad on television as originally planned, Bloomberg reported.

The ad, which shows a hydraulic press crushing a variety of objects such as musical instruments, televisions, books, cameras, paint cans, has sparked backlash on social media. The video was meant to demonstrate how creativity was squeezed into the latest iPad. However, a number of critics stated that the ad actually depicts how technology kills creativity. Actor Hugh Grant even described it as “destroying human skills”.

In a statement to AdAge magazine, Apple’s vice president of marketing communications, Tor Myhren, said that creativity is in Apple’s DNA, and it’s extremely important for the company to design products that support it. “Our goal is always to celebrate the myriad of ways users express themselves and bring their ideas to life through the iPad. We missed the mark with this video, and we’re sorry,” he added.

Advertising has on https://twitter.com/tim_cook/status/1787864325258162239 over 56 million views on CEO Tim Cook’s X social network. There are a number of negative reactions under it. One user wrote that the ad effectively convinced him that he needed less technology in his life, while others stated that they hated Apple products, or that the ad had the opposite effect on them that the company intended.

Apple has its own marketing team that creates many of the company’s advertisements. He also cooperates with the Media Arts Lab agency on some campaigns. It’s unclear whether the iPad Pro ad was created by Apple or an agency.

Apple on Tuesday introduced a tablet with a new chip designed for artificial intelligence tasks. They are thus trying to catch up with large technological competitors in the race for dominance in emerging technologies. The new iPad Pro has an improved display and, according to the company, is Apple’s thinnest product to date.