Apple apologizes for its controversial iPad Pro ad [Video]

Apple has apologized and admitted it “missed the mark” with its latest iPad Pro advertisement.

The ad, posted on social media Tuesday by Apple CEO Tim Cook, was met with backlash from internet users who felt that the ad celebrated technology’s destruction of human creativity and art.

In a statement to AdAge, Apple’s vice president of marketing communications, Tor Myhren, apologized.

“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 goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Myhren said. “We missed the mark with this video, and we’re sorry.”

Apple confirmed the statement it provided to AdAge but declined to provide further comment.

The ad shows symbols of human creativity, like musical instruments, paint cans, an ’80s arcade video game and a bust of a human head …