11:03 AM EDT, 05/10/2024 (MT Newswires) -- Apple ( AAPL ) has issued an apology for a video ad for its new iPad Pro tablet that showed musical instruments, cans of paint, camera lenses, books and other objects being crushed by a large hydraulic press, Ad Age reported Thursday.

The video, which was posted on Apple ( AAPL ) Chief Executive Tim Cook's X account on Tuesday, has been the target of criticism from creative professionals, the report said.

"Creativity is in our DNA at Apple ( AAPL ), and it's incredibly important to us to design products that empower creatives all over the world," Ad Age quoted Tor Myhren, Apple ( AAPL ) vice president of marketing communications, as saying in a statement. "Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we're sorry."

The tech giant is no longer planning to run the ad, which was created in-house, on television, the report said.

Apple ( AAPL ) didn't immediately respond to a request for comment by MT Newswires.

(Market Chatter news is derived from conversations with market professionals globally. This information is believed to be from reliable sources but may include rumor and speculation. Accuracy is not guaranteed.)

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