Apple Is Sorry About That Crushing iPad Pro Ad: ‘We Missed the Mark’

Apple on Thursday apologized for an advertisement for its new iPad Pro after the commercial was met with a firestorm of criticism on social media.

The video promoting the device, which was shared by Apple CEO Tim Cook on X earlier in the week, showed several creative tools—musical instruments, a typewriter, cans of paint—being crushed in a huge hydraulic press. The press then reopens, revealing the iPad, symbolizing how all of the creative potential of the different tools has been crammed into the newer, thinner device.

Not everyone saw it that way, it seems.

Read more at The Daily Beast.