Apple’s new iPad Pro ad begins with the ticking of a mechanical metronome, which is a device used to help musicians keep track of timing. Then it cuts to a record player, and then finally to the image of a giant hydraulic press,

Apple has apologized and admitted it “missed the mark” with its latest iPad Pro advertisement. The ad, posted on social media Tuesday by Apple CEO Tim Cook, was met with backlash from internet users who felt that the ad celebrated technology’s destruction of human creativity and art.

Apple focused heavily on two big enhancements for this next round of iPad Pros. Specifically, they have all-new OLED displays, with 1,600 nits of peak HDR brightness. OLED offers deeper and truer levels of darkness and generally makes everything look snazzier and fancier than an LCD display.