Apple has apologised for its controversial 'dystopian' advert for one of their new iPads.
On Tuesday (7 May), the tech giant unveiled its new range of tablets, with Tim Cook calling it the 'biggest day for iPad since its introduction'.
The US-based company announced two new versions of its high-end iPad Pro and two new versions of its mid-tier iPad Air.
The new iPad Pro is being marketed as Apple's 'thinnest ever product', measuring in at just over 5mm thick.
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It makes it even thinner than its pocket-sized iPod Nano.
Ah, the good ol' days.
Anyway, amid all of the new features showcased in Apple's trailer - the addition of a high-quality OLED display and an M4 chip - various celebs and viewers have taken to social media to complain about the 'tone-deaf' video.
Watch below:
The one-minute clip attempts to show a number of creative tools, like a piano, an arcade gaming box, books, paint cans and other items, all being crushed together by a large pressing machine, to create the coveted iPad Pro.
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However, a number of celebs were not on board with the advert, as actor Hugh Grant called it 'the destruction of the human experience. Courtesy of Silicon Valley'.
Songwriter Crispin Hunt thought that the 'crushing' of musical instruments 'evokes the same primal horrific sacrilege as watching books burn'.
“Surprisingly tone-deaf from Apple, who’ve previously enabled and championed creativity,” he added.
Another viewer also tweeted: "I felt sad when I saw creative tools such as musical instruments and cameras being destroyed. I don't think the creators will like this video. Is it my Japanese sensibility that makes me feel this way?"
A second person said: "It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I'm ashamed to buy Apple products since nineteen years."
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While a third chimed: "Forty years ago, Apple released the 1984 commercial as a bold statement against a dystopian future. Now you are that dystopian future. Congratulations."
Apple’s vice president of marketing communications, Tor Myhren, has since apologised for the advert.
He said: “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world.
“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.”
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LADbible has contacted Apple for additional comment.
Featured Image Credit: YouTube/AppleTopics: Apple, Technology, News, Celebrity