There was a minor internet brouhaha over an Apple iPad ad where they crush a bunch of musical instruments and creative tools. It was just a video in (very slightly) poor taste. No one got hurt.
I also didn’t really like the ad – it felt like if Amazon made an ad where they burned thousands of books, and dumped the ashes into a Kindle. Burning books is never good a good look (unless it’s The Day After Tomorrow and you need to keep warm), neither is crushing pianos.
That said, I’m not sure apologizing is a necessary or appropriate step. I’d save the apologies for when people get hurt.
A dumb ad but also just really tonally weird for Apple that makes me wonder what’s going on in there. I can’t think of other ads they’ve done that involve destruction of any kind — they tend to (almost cloyingly) stick to the elegant, uplifting, enabling. “We invited you to fantasize about how much better/easier/cooler your life would be with our product” and that ad really does not do that. Weird!