That’s basically this week for Apple. The company announced new iPad Air and iPad Pro models on Tuesday. During the virtual event, the company showed an ad for the iPad Pro that was met with widespread criticism over its depiction of the destruction of various artistic tools in a steel press, replaced by the iPad Pro.

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,