Apple has apologised after an online backlash to an advert for its new iPad that features an industrial-sized hydraulic press crushing a collection of creative objects including musical instruments and books.
The ad, launched by Apple’s chief executive, Tim Cook, on Tuesday, shows the machine squashing various items – ranging from a piano and a metronome to tins of paint and an arcade game – before a single iPad Pro then appears in their place. A voiceover then states: “The most powerful iPad ever is also the thinnest.”
