Apple has apologised for its “tone deaf” commercial to promote the launch of its new iPad.

In the new ad cans of paint, electronics and musical instruments are all crushed under a hydraulic press to symbolise that the iPad can do all.

“Meet the new iPad Pro: The thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create,” Apple CEO Tim Cook said on X.

It was clear the message Apple was trying to relay did not resonate with many. Among the ad’s critics was actor Hugh Grant.

“The destruction of the human experience. Courtesy of Silicon Valley,” he said on X, responding to Cook’s post.

Tweet from @HackedOffHugh

It wasn’t just Grant who objected to the ad.

“Crushing symbols of human creativity and cultural achievements to appeal to pro creators, nice,” software developer Sterling Crispin said.

“Maybe for the next Apple Watch Pro you should crush sports equipment, show a robot running faster than a man, then turn to the camera and say, ‘God is dead and we have killed him’.”

Another described it as “heartbreaking, uncomfortable”, and said the whole ad was “egotistic”.

Tweet from @Opportunitweet

Apple apologises

Following the backlash, Apple’s vice-president of marketing has issued an apology, acknowledging the messaging did not resonate with people.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Tor Myhren said in the statement which was obtained by Ad Age.

“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 ad will not be run on TV, NBC News reported.

Apple’s new iPad features a new chip specifically for artificial intelligence computing, as the tech giant tries to catch up to its rivals in a race to dominate the emerging technology.

The new iPad Pro is the first Apple device with the M4 chip.

Debuting its latest chip in a tablet rather than its Mac laptops is unusual for Apple, and suggests it is eager to give app makers a head start creating AI-related software ahead of its annual software developer conference next month, analysts said.

The announcements on Tuesday did little to move Apple’s stock, which was last up about 0.5 per cent after gaining as much as 1.8 per cent earlier in the day.

While Microsoft and Alphabet have dived headlong into AI and seen their stocks surge to record highs, Apple’s shares have fallen 5 per cent in the year to date as it struggles with weak iPhone demand, and as investors wait for it to show how it will leverage AI technology.

Apple said the iPad Pro, its highest-priced model, will have upgraded displays and start at $1500 for a 28cm model and nearly $2000 for a 33cm model.