APPLE APOLOGIZES FOR HYDRAULIC CRUSH ADVERT THAT "MISSED THE MARK"
The advert, which is still live on Apple's YouTube page, shows tools used by creatives – including instruments, desks, games, and paint – being crushed. When the press retracts, an iPad is shown. The video was intended to show how the iPad can be used. However, it was broadly criticized by creatives on social media, who believed that it showed how technology can replace human creatives.