The video, which features a series of creative instruments such as a guitar, piano, trumpet and paint bottles crushed by a water press, has been criticized.
The company received an immediate response from designers, musicians, photographers and film makers. Actor Hugh Grant “It is not right to destroy human knowledge” said.
Other looted items included an Angry Bird statue and an arcade cabinet.
Tor Myhren, the company’s vice president of marketing communications, told AdAge: “Creativity is in Apple’s DNA, and designing products that empower creators around the world is very important to us. Our goal is to always value the ways in which users express themselves and bring their ideas to life through iPad. “We missed the mark with this video and for that we are very sorry. ”
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever made, with the incredible power of the M4 chip. Just think of all the things that go into creating it. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
