Apple apologises after iPad advert backlash | BBC News

Apple has apologised after a backlash over an advertthat showed objects, including musical instrumentsand books, being crushed by a hydraulic press.

Apple said the advert fell short of its goal ofempowering and celebrating creatives, in a statementreleased to marketing publication Ad Age.

The video was meant to demonstrate how creativityhas been compressed into the latest iPad.

But celebrities including Hugh Grant and JustineBateman reacted with horror to the destruction shown in the advert.