Apple has issued an apology following massive backlash to an ad for the new iPad Pro that crushes physical creative tools in an industrial press.
As we highlighted, the commercial shows the device obliterating items such as musical instruments, paint and cameras, then unveiling an iPad as the replacement for everything creative.
Following an overwhelmingly negative response from viewers who branded the ad ‘soul crushing’, Apple issued a statement.
“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,’ the company claimed, going on to admit “We missed the mark with this video, and we’re sorry.”
Hellbound and Down 