In a rare move, Apple has issued an apology for a recent commercial that sparked outrage and backlash on social media. The ad, titled "Crush!" featured beloved cultural symbols such as guitars and pianos being crushed into the shape of an iPad Pro. The company stated that they "missed the mark" with the advertisement and expressed their regret.

The 60-second commercial, set to Sonny & Cher's "All I Ever Need Is You," showed various tools of creativity, including paints, a turntable, and a sculpted bust, being pulverized. Critics argued that the ad signaled Apple's intention to replace traditional art and entertainment with their technology gadgets.

Tor Myhren, Apple's vice president of marketing communications, emphasized the importance of creativity to the company and their goal of empowering users worldwide. In a statement to AdAge, Myhren admitted that they had made a mistake and apologized for the video.

Following the intense backlash, Apple announced that they will no longer broadcast the ad on television. However, it was still available on their official YouTube page at the time of writing.

Notable individuals, including actor Hugh Grant and tech industry expert Shelly Palmer, expressed their disappointment and anger towards the commercial. Grant denounced it as the "destruction of the human experience," while Palmer called it a "horrifying declaration" of how Apple perceives the creative community.

Some users also criticized the ad as an affront to the legacy of Apple co-founder Steve Jobs, claiming he would not have approved of it. Songwriter Crispin Hunt likened the act of crushing musical instruments to sacrilege, while screenwriter Ed Solomon sarcastically suggested that Apple is prioritizing a digital simulacrum over human life.

The controversial commercial emerged as part of Apple's attempt to revamp its iPad lineup, which has faced a sales slump in recent years. The new iPad Pro, priced $200 higher than its predecessor, boasts the advanced M4 chip, designed to support artificial intelligence features.

This incident adds to Apple's recent troubles, as the tech giant has come under scrutiny from regulators due to antitrust concerns. Earlier this year, the Justice Department filed an antitrust lawsuit, accusing Apple of engaging in anti-competitive practices to maintain the dominance of its iPhone.

The apology and the decision to remove the ad have been met with mixed reactions from the public. Apple will undoubtedly need to carefully consider the messaging and impact of its advertising campaigns in the future to avoid similar controversies.