United Kingdom, May 10 -- Apple has apologised after a backlash over its advert -including from actor Hugh Grant - that showed valuable objects being pulverised.

Following a backlash from fans if the firm and celebrities the company admitted the ad - which showed items including musical instruments and books being crushed by a hydraulic press - fell short of its goal of empowering and celebrating creatives.

It added in a statement to marketing publication Ad Age: "Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad.

"We missed the mark with this video, and we're sorry."

The ad was designed to show how creativity has been compressed into the latest iPad.

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