Apple Says Sorry For Its Crushing iPad Pro Ad: Here’s Why

Apple apologized on Thursday after an advertisement for its latest iPad Pro model sparked criticism by showing an animation of musical instruments and other symbols of creativity being crushed, Ad Age magazine reported.

"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,” Ad Age quoted the iPhone maker as saying.

An Apple spokesperson declined to comment but directed inquiries to the Ad Age report.

The advertisement titled "Crush" has over a million views on Apple's YouTube channel and was shared by CEO Tim Cook on social media platform X. It shows a variety of creative tools and objects such as a camera, guitar, piano and paint being destroyed by an industrial crusher.