Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world... We missed the mark with this video, and we're sorry.
The ad sparked anger among those wary of technology eroding genuine tactile talent, especially with generative AI displacing creative jobs. Hugh Grant and others criticized the destruction of real-world creative tools as 'the destruction of the human experience' and 'crushing the arts'.
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