Apple apologizes for iPad Pro "Crush!" commercial after online criticism

Tech giant Apple on Thursday issued an apology following widespread backlash over a new commercial released earlier this week for the latest iPad Pro which shows an array of artistic tools and objects being destroyed. 

Titled "Crush!," the ad was posted Tuesday to Apple's YouTube channel and CEO Tim Cook's social media account. It features a myriad of objects getting smashed in a large hydraulic press. Set to Sonny & Cher's "All I Need is You," the casualties include musical instruments, cameras, paints and books.

"The most powerful iPad ever is also the thinnest," a voice narrates as the press lifts back up to reveal Apple's latest product.