Apple debuted an ad for its new iPad Pro this week, seemingly meant to show the versatility and power of the product. It's getting backlash, however, from many in the creative community, who see it as an unfortunate metaphor for the crushing of human creativity.

Apple has apologized and admitted it “missed the mark” with its latest iPad Pro advertisement. The ad, posted on social media Tuesday by Apple CEO Tim Cook, was met with backlash from internet users who felt that the ad celebrated technology’s destruction of human creativity and art.

After two years of inactivity on the iPad front, Apple on Tuesday announced new iPad Air and iPad Pro devices, boasting new sizes, faster