Apple has apologised after a backlash over an advert that showed objects, including musical instruments and books, being crushed by a hydraulic press.
Apple said the advert fell short of its goal of empowering and celebrating creatives, in a statement released to marketing publication Ad Age.
The video was meant to demonstrate how creativity has been compressed into the latest iPad.
But celebrities including Hugh Grant and Justine Bateman reacted with horror to the destruction shown in the advert.
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