Apple apologizes for ad showing destroyed piano and guitars

Apple has apologized for an ad for its new iPad Pro that showed a piano, guitars, paint cans and other objects being crushed by a hydraulic press after sparking backlash online.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives around the world,” said Tor Myhren, vice president of marketing communications at Apple. Ad age.

“Our goal is to always celebrate the myriad ways users express themselves and bring their ideas to life through iPad,” he continued. “We missed the mark with this video and we are sorry.”

The ad, which Apple reportedly no longer plans to run on TV, shows the massive press flattening various objects before lifting them up to reveal the tech giant’s new tablet.

“Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever made, with the incredible power of the M4 chip,” Apple CEO Tim Cook wrote Tuesday on the social media platform X.

“Imagine all the things it will be used to create,” he added in the post, which featured the video.

The commercial was widely criticized online as tone-deaf, with some comparing the destruction of creative tools to the tech industry’s impact on creative fields.

“Why did @Apple make an announcement that devastates the arts?” actress and filmmaker Justine Bateman wrote on X. “Technology and #AI mean destroying the arts and society in general.”

Actor Hugh Grant also weighed in on the ad in a post on X, saying: “The destruction of the human experience. Courtesy of Silicon Valley.”

This story originally appeared on thehill.com read the full story