This is the best summary I could come up with:

Apple has apologized after a commercial meant to showcase its brand-new iPad Pro drew widespread criticism among the creative community.

In a statement provided to Ad Age, Tor Myhren, Apple’s vice president of marketing, said the company “missed the mark.”

“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad.

On Tuesday, Apple introduced the M4-powered iPad Pro, which the company described as its thinnest product ever.

To advertise all the creative possibilities with the iPad, it released a “Crush!” commercial that shows things like a piano, record player, paint, and other works flattening under the pressure of a hydraulic press.

Hugh Grant called it a “destruction of human experience,” while Handmaid’s Tale director Reed Morano told Apple CEO Tim Cook to “read the room” in a post on X. Apple didn’t immediately respond to The Verge’s request for comment.

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