Apple issued a statement on Thursday apologizing for the advertisement for its latest iPad Pro model, which depicted scenes of musical instruments and other creative icons being shattered, sparking anger among people.

Apple stated in a statement, "Our goal is to always praise consumers for their various ways of expressing themselves using iPads and put their ideas into practice. We apologize for not doing well enough in this video."

This advertisement called "Crush" received over one million views on Apple's YouTube account and was shared by CEO Tim Cook on social media platform X. The advertisement shows an industrial shredder destroying a range of art equipment and materials, including cameras, guitars, pianos, and paints. Subsequently, the shredder displayed the newly released iPad, showcasing the functionality of this new, slimmer device.

Netizens criticized the advertisement for disrespecting and violating the company's long-standing non conventional and humanized brand image, viewing it as an unwelcome breakthrough that shapes the brand as a choice in stark contrast to the world.

Actor Hugh Grant wrote on X that the advertisement represents "Silicon Valley's erosion of the human experience."

Apple launched this tablet on Tuesday, equipped with new artificial intelligence computing chips, in the hope of catching up with its large computer competitors and leading this evolving technology.

Apple stated that the iPad Pro will be released on Thursday and has a better screen, making it "the thinnest device in Apple's history.".