Apple has issued a public apology following backlash over its latest iPad Pro commercial, which many viewed as a symbolic destruction of creativity. The ad, entitled "Crush," showcased various musical instruments and artistic tools being crushed under a hydraulic press, only to be replaced by the new iPad Pro. This portrayal was intended to demonstrate the tablet's capability to replace numerous traditional tools, highlighting its advanced features and versatility.

However, the creative community did not receive the message as intended. Many users and industry professionals found the ad disrespectful, suggesting that it implied technology was eliminating the very essence of human creativity. The backlash was swift and widespread, with notable figures expressing their displeasure, emphasizing the ad's misalignment with Apple's traditionally user-centric and innovative brand image.

Apple Unveils 2024 iPad Pro and iPad Air with Major Upgrades
The iPad Air has also received a significant refresh, now available in both 11-inch and 13-inch displays, marking the first time the Air model has ventured into larger screen sizes.

Responding to the criticism, Tor Myhren, Apple’s Vice President of Marketing, expressed regret over the ad's reception in a statement to Ad Age, acknowledging that the company had "missed the mark." Myhren reiterated Apple's commitment to supporting creative expression through its products and stated the company's intention to celebrate rather than replace traditional creative tools.

The controversial ad has been pulled from further circulation, and Apple has decided against airing it on television.