The ad was meant to show how much the iPad can do. Creatives saw it differently.
Apple is apologizing for an iPad ad that was supposed to celebrate the creative possibilities of its newest, priciest tablet. Instead, the company received vocal blowback for appearing to destroy beloved physical tools used by artists.
The ad, released after the company announced its newest iPad lineup on Tuesday, showed a massive hydraulic press destroying a mountain of supplies used to create music, paintings, sculptures, clothing and writing. It flattened a record player, a piano, buckets of paints, journals, a camera and drawing board. After about 45 seconds of destruction and one dramatic splatter, the press pulled up to reveal a tiny iPad.
