Updated: 3 minutes agoIn this image taken from a video advertisement, a hydraulic press crushes an array of creative instruments .The newly-released ad promoting Apple's new iPad Pro has struck quite a nerve online.
The ad, released after the company announced its newest iPad lineup on Tuesday, showed a massive hydraulic press destroying a mountain of supplies used to create music, paintings, sculptures, clothing and writing. It flattened a record player, a piano, buckets of paints, journals, a camera and drawing board. After about 45 seconds of destruction and one dramatic splatter, the press pulled up to reveal a tiny iPad.
“Our goal is to always celebrate the myriad ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry,” Tor Myhren, Apple’s VP of marketing communications, said in a statement to AdAge.