NOW THE COMPANY HAD TO RESPOND

SAYING IT'S SORRY.

THIS MORNING, AN APOLOGY FROM

APPLE.

THE COMPANY SAYING IN A

STATEMENT IT MISSED THE MARK

AFTER WIDESPREAD BACKLASH

PROMOTING THE LATEST iPAD PRO.

THE TITLE SHOWS A PRESS CRUSHING

SYMBOLS OF THE PRESS AND

CREATIVITY. ♪

♪

♪

>> COMPRESSING INTO THE NEW iPAD

PRO.

>> THE MOST POWERFUL iPAD EVER

IS ALSO THE THINNEST.

>> CRITICS SIEGE T IT AS A

METAPHOR FOR WHAT TECH COMPANIES

DO.

HUGH GRANT.

APPLE SAYING, OUR GOAL IS TO

ALWAYS CELEBRATE THE MYRIAD OF

WAYS USERS EXPRESS THEMSELVES

THROUGH iPAD.

WE MISSED THE MARK WITH THIS

VIDEO AND WE'RE SORRY.

APPLE HAS LONG CAPTURED THE

PUBLIC'S ATTENTION.

ITS EARLY MOST FAMOUS AD

CELEBRATED FOR ITS SYMBOLISM.

>> WE SHALL REIGN.

>> THE ICONIC 1984 AD DIRECTED

BY HOLLYWOOD LEGEND RIDLY SCOTT

DEPICTED APPLE AS SAVING THE

WORLD FROM A MECHANIZED,

DYSTOPIAN NIGHTMARE.

SOME COMPARING IT TO A NEW AD

SHOWING TECH TAKING OVER.

>> I MEAN, I WAS JUST THINKING

ABOUT IT.

IT'S DEPRESSING.

IT DECEMBERPRESSING ALL OF WHAT'

ABOUT HUMANITY.

>> WHEN TIM COOK POSTED THIS AD

ON X EARLIER THIS WEEK, HE SAID

THAT JUST IMAGINE ALL THE THINGS

IT WILL BE USED TO CREATE,

REFERRING TO THIS NEW iPAD

PRODUCT THAT HAS A NEW M4 CHIP.

THEY'RE SAYING YOU CAN DO ALL

THESE NEW THINGS ON THIS

PLATFORM.

AT THE END OF THE DAY, IT SEEMS

THAT THE MESSAGES, PERHAPS

DIDN'T GET THROUGH TO ARTISTS IN

THE WAY THEY THOUGHT.

>> THEY RARELY MISS.

>> THIS IS ALSO ONE OF THOSE ADS

THAT YOU'RE CURIOUS HOW IT GOT

OUT OF COMMITTEE.

>> AND THERE IS A LOT OF HANDS

IT PASSES THROUGH.

INSIDE APPLE.

THEY PROBABLY HAVE SOME OUTSIDE

FIRMS AS WELL.

>> YOU GET THE IDEA.

IT'S LIKE, IMAGINE BRINGING THIS

WHOLE BEAUTIFUL WORLD INTO THIS

TINY LITTLE THING.