Apple apologizes for new iPad ad

Apple apologizes for new iPad ad

Apple has apologized for showing an ad where musical instruments, pianos, guitars, violins and other art objects such as radios, tape recorders, paints are crushed by a heavy device.

A large number of comments have accused the ad's creators of cultural insensitivity.

The campaign - accompanied by Sonny and Cher's 1971 hit "All I Ever Need ls You" - is designed to show just how much Apple has been able to integrate into its new iPad.

The ad was produced by Apple's own creative team.

"We missed the mark with this video and we're sorry," said the tech giant's head of marketing communications.