The commercial, which was posted online by Tim Cook, the CEO of Apple, also included images of creative equipment including a metronome being crushed in an industrial press and a record player.
It was meant to showcase the multitude of applications that the thinnest iPad ever made possible.
Hugh Grant, an actor, attacked the advertisement, claiming it depicted the “destruction of the human experience.” Thanks to Silicon Valley.
Tor Myhren, vice president of marketing communications at Apple, stated in a statement: “We design products that empower creatives everywhere because creativity is in our DNA at Apple.”
Our mission is to consistently highlight the diverse ways that iPad users express themselves and realize their ideas. We apologize; we feel that this video fell short.”
Songwriter Crispin Hunt claimed that Apple had “previously enabled and championed creativity” and referred to the advertisement as “surprisingly tone-deaf”.
