Apple speaks out about the controversial new iPad Pro advertisement

After releasing an ad for the new iPad Pro, Apple received a lot of criticism. To that end, the company has responded.

The tech giant’s YouTube channel and CEO Tim Cook’s social media account released the “Crush!” advertisement on Tuesday. It featured a variety of artistic tools and things being demolished.

Tor Myrhen, vice president of marketing communications at Apple, responded to the criticism by saying, according to CBS News, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world.”

“Our mission is to consistently highlight the diverse ways that iPad users express themselves and realize their ideas. We apologize; we feel that this video fell short.”

The contentious advertisement showcases a space akin to a warehouse that is stocked with an array of artistic instruments, such as a record player and metronome, a globe, paint cans, a cathode ray tube (CRT) TV, a piano, an arcade game from the 1980s, a human head sculpture, and a trumpet.

Each of these items, which stand for a person’s inventiveness, is set upon a metal slab, while another metal slab hangs menacingly above them.

The background track “All I Ever Need Is You,” by Sonny and Cher from 1972, starts playing as soon as the dangling metal slab descends. In less than 40 seconds, it crushes everything in a massive hydraulic press.

“The most powerful iPad ever is also the thinnest,” a voiceover says as the hydraulic press rises to reveal a brand-new, glossy iPad Pro.

The massive phone manufacturer appears to have benefited from the widespread popularity of hydraulic press videos, which capture the captivating quality of collapse under pressure.

The advertisement showcases the potent features of the latest iPad Pro, but it doesn’t seem to have connected with a lot of people.