Apple CEO Tim Cook unveiled the new iPad Pro with an M4 chip aimed at enhancing artificial intelligence capabilities.

The company also updated the iPad Air, signaling Apple's strategy to rejuvenate its iPad sales.

The launch included a controversial 'Crush' ad, which depicted destruction of traditional creative tools by a digital tablet, leading to backlash for seemingly undermining human creativity.

Following criticism on social media, Apple's VP of marketing communications, Tor Myhren, apologized and confirmed the ad's removal from TV, though it remains online.

The incident has sparked a discussion on the encroachment of technology in creative spaces and parallels with Apple's past '1984' ad, highlighting concerns about AI's role in replacing creative jobs.