The ad for Apple's new iPad Pro sparked controversy and backlash for its destructive message. The ad, promoting the tablet's thin profile and creative capabilities, showed iconic art-driven technology and gear being crushed in a flattening machine. This caused anger and disappointment, with many people deeming it insensitive and unnecessary. Even celebrities like Hugh Grant expressed their displeasure. Apple has issued a public apology and has decided not to air the ad as originally planned.