Apple has apologized for an ad that will not be aired on television following widespread criticism on social media. The advertisement showed a variety of creative tools being crushed by a huge compressor, after which a new iPad appears.

The company stated that the advertisement, originally shared by CEO Tim Cook on social media platform X, did not meet Apple's standards. "Creativity is in our DNA at Apple, and it is incredibly important to us to design products that empower creatives around the world," said Tor Myhren, Apple's Vice President of Marketing Communications, in a statement sent to Ad Age. "Our aim is always to celebrate the diverse ways users express themselves and realize their ideas with the iPad. With this video, we missed that mark, and for that, we apologize."

The Controversial Advertisement Titled "Crush!" Highlighted the Thinness of the iPad, a Feature Emphasized by Apple Executives When the Device Was Unveiled. However, Critics Perceived the Advertisement as a Menacing Symbol of the Company's Power, the Rise of Artificial Intelligence, and Its Potential to Replace Human Creativity.

Peter Intermaggio, former Marketing and Advertising Executive at companies like Comcast, commented on LinkedIn: "Apple's new iPad Pro advertisement is a rare misstep by an otherwise flawless advertiser. For a brand that celebrates creativity, this is an advertisement that celebrates destruction. It is cumbersome and nihilistic."

The advertisement triggered comparisons with Apple's iconic 1984 commercial that aired during the Super Bowl and introduced the Macintosh PC. It depicted a dystopian world where a large screen, showing a Big Brother-like figure, is destroyed by a hammer thrown by a colorful athlete.

On Tuesday, Apple Announced New iPads, with the Pro Version Featuring the New M4 Chip Designed to Improve AI Capabilities. The Company Also Revealed that the New 13-Inch iPad Pro is the Thinnest Product Ever Made by the Company, with a Thickness of 5.1 Millimeters.

Apple hopes the new iPads will revive a part of its business that has experienced a persistent decline in sales. Revenue in the tablet business has fallen in nine of the last ten fiscal quarters. Apple's broader business has also experienced slowed growth.