(WHTM) – Apple is apologizing for a new iPad Pro advertisement that showed musical instruments and other items being crushed.

The ad highlighted the new “Unbelievably Thin. Incredibly powerful” iPad Pro unveiled on Monday by crushing a trumpet, piano, paint, and other objects under a press.

The ad appeared to show how multiple items could fit into one device, but some artists called it the destruction of creativity.

In a statement to Ad Age, Apple’s Vice President of Marketing Tor Myhren said the company “missed the mark.”

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Myhren told Ad Age. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

Apple CEO Tim Cook tweeted the video saying “Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create.”

Social media users responded to Cook and the ad, which has more than 53 million views, with disdain.

“I can’t relate to this video at all,” said one user. “It lacks any respect for creative equipment and mocks the creators.”

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Nittany Insiders

“Why did @Apple do an ad that crushes the arts? Tech and #AI means to destroy the arts and society in general,” said X user Justine Bateman. “This is not making things better. This is just making some people insanely wealthy, at the expense of all of us.”

The new “Thinpossible” iPad Pro measures at 5.1 millimeters and is called “the thinnest Apple product ever” on the company’s website. The 11-inch model is priced at $999 and the 13-inch model is listed at $1299.

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