Apple issued an apology for this recently “to squeeze!” ad, which originally ran Tuesday to advertise the latest M4-based iPad Pro, stating that the ad “missed the mark.” Shortly after the event, the video was also posted on Apple’s YouTube channel and Tim Cook’s X (formerly Twitter). ) account.

The original ad, which can be viewed above on YouTube, features a variety of creative tools and other objects, including a piano, cameras and paint, destroyed and flattened by an industrial-sized hydraulic press. After the press goes up again, all that’s left is the new iPad Pro.

The ad was intended to show how much creative power is included in the new iPad Pro, alongside the fact that the 13-inch model is Apple’s thinnest product at 5.1mm. However, criticism against the ad said that it destroys the human side of creativity, replacing it In technology, something the industry is already worried about with AI.

in a statement to Ad AgeTor Myhren, Apple’s vice president of marketing communications, apologized and clarified that it did not intend to offend along with the following quote:

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives everywhere. Our goal is always to celebrate the many ways users express themselves and bring their ideas to life using iPad. We missed the mark with this video, and we’re sorry.” .

The newest iPad Pros represent a significant upgrade over the previous generation, including Tandem OLED displays, M4 processors, an aluminum case that’s 5.3mm thinner for the 11-inch and 5.1mm for the 13-inch. Both models and the latest Apple Pencil and Magic Keyboard are Available for pre-order With deliveries starting next week.