"We missed the mark with this video" - Apple apologises for new iPad Pro advert

Apple has apologised for its recent advert for the new iPad Pro, which showed creative tools being crushed by a hydraulic press.

Here's What We Know

The advert was premiered during the "Let Loose" event along with the presentation of the new iPad Air and iPad Pro models. Within a few hours of its publication, the video received more than 2,500 comments on Tim Cook's Twitter account.

The advert, based on the "Crush!" concept, received negative feedback on social media due to its lack of alignment with the company's values.

In a statement, Apple said that their goal is to always support creativity and inspire users, and the advert does not reflect this approach.

Although the video is still available on Apple's YouTube channel, the corporation has confirmed that it will not be broadcast on television.

Source: AdAge