Apple, a company famous in large part for its effective and stylish marketing, crushed it with its newest ad — literally, but not metaphorically.To promote its new, ultra-thin iPads, the tech giant on Tuesday released an add in which a an industrial crushing machine compresses an array of creative objects to birth a new iPad.

The Apple ad shows musical instruments and art supplies being crushed by a hydraulic press and replaced by an ultra-thin iPad Pro.

Apple just wanted to show in the ad that all you need is available with the iPad Pro, but people didn't buy it.