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Apple forced to apologize after new iPad Pro ad sparks controversy online: ‘We missed the mark. Were sorry’ [Video]

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Apple has apologized after a new iPad Pro ad was met with wide and sharp criticism.

The ad, titled “Crush!,” debuted earlier this week. It shows a hydraulic press crushing instruments like a piano and a guitar, as well as media devices like a television and cameras.

The short ad shows the press completely destroying the objects and lifts to show a single device: the new, slim iPad Pro.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Apple’s Marketing Communications VP Tor Myhren said in a statement to 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.”

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The ad faced overwhelmingly negative attention, with many people responding that it was offensive or …

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