Apple is walking back and apologizing after a new ad campaign for the iPad Pro went viral for all the wrong reasons.

The ad, which was debuted by Apple CEO Tim Cook on X (formerly Twitter) earlier this week, showcased countless items and tools associated with human creativity being destroyed by a hydraulic press. In the ad, cans of paint, musical instruments, cameras, arcade cabinets, metronomes, and books, among many other items, were all destroyed by the enormous hydraulic press, which eventually lifts to reveal the iPad Pro, which Apple is advertising as the thinnest and most powerful iPad ever.