Apple’s ad for the new iPad provoked strong reactions, as a result of which the technological giant apologized

The ad, posted on social media on Tuesday by Apple CEO Tim Cook, drew backlash from netizens who felt the ad celebrated technology’s destruction of human creativity and art.

In the ad, an industrial press crushes objects associated with human creativity, from musical instruments and paint cans to books. As the metal plates of the hydraulic press lift, Apple’s new iPad Pro is revealed.

“Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever created, with the incredible power of the M4 chip. Just imagine all the things that would have gone into making it,” Cook wrote in a post on X accompanied by a video.

After the uproar, Apple’s vice president of marketing Tor Myhren said: “We’re sorry, we didn’t achieve our goal with this video.”

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives around the world. Our goal is to always celebrate the countless ways users express themselves and bring their ideas to life through iPad,” said Myhren. “We didn’t achieve our goal with this video and we’re sorry.”

The company also decided not to run the ad on TV, Ad Age reported.

The spot drew backlash, with viewers saying it made Apple look out of place. Hugh Grant was one of thousands of X users to speak out against Apple’s new iPad Pro ad, which has angered several Hollywood filmmakers.

“The destruction of the human experience. Courtesy of Silicon Valley.”