Bluesky, a decentralized social media platform, recently experienced significant growth, surpassing 22 million users. The surge is attributed to users migrating from X due to their dissatisfaction with changes under Elon Musk's ownership. Andrei Dziarkach has the story, narrated by Anna Rice. Camera: David Gogokhia

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LOS ANGELES — 

Hollywood's video game performers voted Thursday to go on strike, throwing part of the entertainment industry into another work stoppage after talks for a new contract with major game studios broke down over artificial intelligence protections.

The strike — the second for video game voice actors and motion capture performers under the Screen Actors Guild-American Federation of Television and Radio Artists — will begin at 12:01 a.m. Friday. The move comes after nearly two years of negotiations with gaming giants, including divisions of Activision, Warner Bros. and Walt Disney Co., over a new interactive media agreement.

SAG-AFTRA negotiators say gains have been made over wages and job safety in the video game contract, but that the studios will not make a deal over the regulation of generative AI. Without guardrails, game companies could train AI to replicate an actor's voice, or create a digital replica of their likeness without consent or fair compensation, the union said.

Fran Drescher, the union's president, said in a prepared statement that members would not approve a contract that would allow companies to "abuse AI."

"Enough is enough. When these companies get serious about offering an agreement our members can live — and work — with, we will be here, ready to negotiate," Drescher said.

A representative for the studios did not immediately respond to an email seeking comment.

The global video game industry generates well over $100 billion in profit annually, according to game market forecaster Newzoo. The people who design and bring those games to life are the driving force behind that success, SAG-AFTRA said.

"Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable AI protections, but rather flagrant exploitation," said Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh.

Last month, union negotiators told The Associated Press that the game studios refused to "provide an equal level of protection from the dangers of AI for all our members" — specifically, movement performers.

Members voted overwhelmingly last year to give leadership the authority to strike. Concerns about how movie studios will use AI helped fuel last year's film and television strikes by the union, which lasted four months.

The last interactive contract, which expired November 2022, did not provide protections around AI but secured a bonus compensation structure for voice actors and performance capture artists after an 11-month strike that began October 2016. That work stoppage marked the first major labor action from SAG-AFTRA following the merger of Hollywood's two largest actors unions in 2012.

The video game agreement covers more than 2,500 "off-camera (voiceover) performers, on-camera (motion capture, stunt) performers, stunt coordinators, singers, dancers, puppeteers, and background performers," according to the union.

Amid the tense interactive negotiations, SAG-AFTRA created a separate contract in February that covered indie and lower-budget video game projects. The tiered-budget independent interactive media agreement contains some of the protections on AI that video game industry titans have rejected.

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Airlines were gradually coming back online Saturday after global carriers, banks and financial institutions were thrown into turmoil by one of the biggest IT crashes in recent years, caused by an update to an antivirus program.

Passenger crowds had swelled at airports Friday to wait for news as dozens of flights were canceled and operators struggled to keep services on track, after an update to a program operating on Microsoft Windows crashed systems worldwide.

Multiple U.S. airlines and airports across Asia said they were now resuming operations, with check-in services restored in Hong Kong, South Korea and Thailand, and mostly back to normal in India and Indonesia and at Singapore's Changi Airport as of Saturday afternoon.

"The check-in systems have come back to normal [at Thailand's five major airports]. There are no long queues at the airports as we experienced yesterday," Airports of Thailand President Keerati Kitmanawat told reporters at Don Mueang airport in Bangkok.

Microsoft said the issue began at 1900 GMT on Thursday, affecting Windows users running the CrowdStrike Falcon cybersecurity software.

CrowdStrike said it had rolled out a fix for the problem, and the company's boss, George Kurtz, told U.S. news channel CNBC he wanted to "personally apologize to every organization, every group and every person who has been impacted."

It also said it could take a few days to return to normal.

U.S. President Joe Biden's team was talking to CrowdStrike and those affected by the glitch "and is standing by to provide assistance as needed," the White House said in a statement.

"Our understanding is that flight operations have resumed across the country, although some congestion remains," a senior US administration official said.

Other industries

Reports from the Netherlands and Britain suggested health services might have been affected by the disruption, meaning the full impact might not yet be known.

Media companies were also hit, with Britain's Sky News saying the glitch had ended its Friday morning news broadcasts, and Australia's ABC similarly reporting major difficulties.

By Saturday, services in Australia had mostly returned to normal, but Sydney Airport was still reporting flight delays.

Australian authorities warned of an increase in scam and phishing attempts following the outage, including people offering to help reboot computers and asking for personal information or credit card details.

Banks in Kenya and Ukraine reported issues with their digital services, while some mobile phone carriers were disrupted and customer services in a number of companies went down.

"The scale of this outage is unprecedented and will no doubt go down in history," said Junade Ali of Britain's Institution of Engineering and Technology, adding that the last incident approaching the same scale was in 2017.

Flight chaos

While some airports halted all flights, in others airline staff resorted to manual check-ins for passengers, leading to long lines and frustrated travelers.

The U.S. Federal Aviation Administration initially ordered all flights grounded "regardless of destination," although airlines later said they were reestablishing their services and working through the backlog.

India's largest airline, Indigo, said operations had been "resolved," in a statement posted on social media platform X.

"While the outage has been resolved and our systems are back online, we are diligently working to resume normal operations, and we expect this process to extend into the weekend," the carrier said Saturday.

A passenger told AFP that the situation was returning to normal at Delhi Airport by midnight on Saturday with only slight delays in international flights.

Low-cost carrier AirAsia said it was still trying to get back online and had been "working around the clock toward recovering its departure control systems" after the global outage. It recommended passengers arrive early at airports and be ready for "manual check-in" at airline counters.

Chinese state media said Beijing's airports had not been affected.

In Europe, major airports, including Berlin’s, which had suspended all flights earlier on Friday, said departures and arrivals were resuming.

'Common cause'

Companies were left patching up their systems and trying to assess the damage, even as officials tried to tamp down panic by ruling out foul play.

CrowdStrike's Kurtz said in a statement his teams were "fully mobilized" to help affected customers and "a fix has been deployed."

But Oli Buckley, a professor at Britain's Loughborough University, was one of many experts who questioned the ease of rolling out a proper fix.

"While experienced users can implement the workaround, expecting millions to do so is impractical," he said.

Other experts said the incident should prompt a widespread reconsideration of how reliant societies are on a handful of tech companies for such an array of services.

"We need to be aware that such software can be a common cause of failure for multiple systems at the same time," said John McDermid, a professor at York University in Britain.

He said infrastructure should be designed "to be resilient against such common cause problems."

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TikTok and its bite-sized videos arrived in the United States as a global version of the Chinese app Douyin in 2018. Less than six years later, the social media platform is deeply woven into the fabric of American consumerism, having shortened the shelf life of trends and revamped how people engage with food and fashion.

The popularity of TikTok — coupled with its roots in Beijing — led the U.S. Congress — citing national security concerns, to pass a law that would ban the video-sharing app unless its Chinese parent company sells its stake. Both the company, ByteDance, and TikTok have sued on First Amendment grounds.

But while the platform faces uncertain times, its influence remains undisputed.

Interest in bright pink blush and brown lipstick soared last year, for example, after the cosmetics were featured in TikTok videos with looks labeled as "cold girl" and "latte" makeup. An abundance of clothing fads with quirky names, from "cottagecore" to "coastal grandma," similarly owe their pervasiveness to TikTok.

Plenty of TikTok-spawned crazes last only a week or two before losing steam. Yet even mini trends have challenged businesses to decipher which ones are worth stocking up for. A majority of the more than 170 million Americans who use TikTok belong to the under-30 age group coveted by retailers, according to the Pew Research Center. Whether fans of the platform or not, shoppers may have a #tiktokmademebuyit moment without knowing the origin story behind an eye-catching product.

Platform's algorithm is 'secret sauce'

What made TikTok such a trendsetter compared to predecessor platforms? Researchers and marketing analysts have often described the platform's personalized recommendation algorithm as the "secret sauce" of TikTok's success. The company has disclosed little about the technology it employs to populate users' "For You" feeds.

Jake Bjorseth, founder of the advertising agency Trndsttrs, which specializes in Generation Z, thinks the app's use of an interest-based algorithm instead of personal contacts to connect like-minded people is what gave TikTok the edge.

TikTok also changed the standard for what was considered desirable in social media content. The beginner-friendly platform featured videos made without filters, lighting setups or production-level audio. TikTok creators could develop more intimate relationships with their followers because they appeared more authentic, Bjorseth said.

The platform has plenty of critics. Some experts argue that TikTok, like other social media sites, can be addictive and promote unnecessary spending. Others accuse TikTok of encouraging harmful behavior, like girls engaging in skin care rituals intended for older women.

Yet for all the detractors who won't mourn TikTok if it goes away, a vocal base of fans hopes it doesn't come to that.

Influencing fashion, accessories

Casey Lewis, a trend analyst based in New York, said TikTok's clout in the fashion arena first became apparent to her when videos about Birkenstock's Boston clogs overtook her "For You" feed in 2022.

As the number of TikTok videos exploded, creators advised their followers where they could find the suddenly sold-out clogs. Lewis thought it was odd since her brother, whom she described as a "frat boy" and not a fashionista, wore the cork-soled comfort shoes in college.

"I'm not a psychologist, but I'm sure there's some psychology where your brain goes from thinking like, 'How weird? Is that fashion?' And then suddenly you're obsessed with it," she said.

The pace with which TikTok-shaped trends pop can be dizzying. In the last year, the hot pink ensembles of "Barbiecore" coexisted with the deliberately unsexy looks of "dadcore" — think chunky white sneakers, baggy jeans and polo shirts. The linen-draped "coastal grandma" aesthetic gave way to "eclectic grandpa."

While the rotating cast of "cores" may not drive their adherents to buy entire wardrobes, they're "influencing spending in small ways, and that adds up," Lewis said.

Influencers provide tips, tricks

Daniella Lopez White, 21, a recent college graduate on a tight budget, said TikTok influencers provided tips on finding affordable clothes but also connected her to plus-size creators featuring fashions for larger-bodied women, which made her more confident.

"Those TikTok trends really helped me figure out what parts of my body I want to accentuate and feel cute in, and still incorporate my sense of style," she said.

A go-to spot

With easy-to-follow cooking videos and clever hacks, TikTok became a go-to spot for home cooks during the COVID-19 pandemic. The platform made humble ingredients a star and earned endorsements from some of the stars of the food world.

"Every day, honestly, I am blown away by the creativity from the FoodTok community," restaurateur and chef Gordon Ramsay said in a TikTok video late last year.

Like the clothing styles of earlier eras, foods that had fallen out of fashion were resurrected via TikTok. U.S. sales of cottage cheese jumped 34% between April 2022 and April 2024 after videos promoting cottage cheese ice cream, cottage cheese toast and other recipes racked up millions of views.

Ben Sokolsky, the general manager of sales and marketing for Dallas-based dairy company Daisy Brand, said cottage cheese is seeing its highest sustained growth in nearly 50 years. The curdled milk product used to be a "secret sensation," but social media helped expose new customers to its benefits, Sokolsky said.

Topics that went viral on TikTok have even spawned analog equivalents. Last summer, TikToker Olivia Maher posted what she called her "girl dinner" of bread, cheese, pickles and grapes. It was a hit, with more than 1.6 million views. A handful of "girl dinner" cookbooks soon followed.

But the eagerness to try trendy foods had a downside. A 14-year-old in Massachusetts died after trying a challenge involving an extremely spicy tortilla chip that appeared on TikTok and other social media sites. An autopsy of the boy, who had a congenital heart defect, found that eating a large quantity of chile pepper extract caused his death. Paqui, the maker of the chip, pulled it off the market.

Upending cosmetic industry

TikTok has upended the cosmetics industry by causing ingredients to get labeled as the next miracle cure or to be avoided and featuring videos of people gleefully applying or panning the contents of their latest shopping hauls.

Influencers on TikTok and elsewhere have made freckles an asset with clips showing how to add faux ones with eyebrow pencils or broccoli florets. The "clean girl" aesthetic, a renamed version of the no-makeup makeup look, prompted both luxury and drugstore brands to rush out their own versions of skin tints and lip oils.

Some veteran users of TikTok have noted the platform is almost too good in its role as both a tastemaker and a shopping search engine. A popular category of beauty videos shows influencers "decluttering" drawers filled with piles of barely used lipsticks, blushes and eyeshadow palettes.

Though the desire for clicks can encourage creators to follow the same hair and makeup trends, TikTok's defenders credit the platform with forcing brands to create products for a wider range of skin tones and hair types.

Tiffany Watson, who currently has more than 31,00 followers on TikTok and has done paid partnerships with brands like Colourpop Cosmetics, said the platform has promoted a more inclusive image of beauty compared to other sites.

"I see more diversity on TikTok because (with) every video you're swiping, you're seeing somebody new," she said.

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The U.S. government's representative to the Minerals Security Partnership, an alliance of mostly Western countries that aims to speed the development of energy mineral supply chains, said last month that a Chinese company was using "predatory" tactics to hold down the price of cobalt mined in the Democratic Republic of Congo. Henry Wilkins looks at what this means for Africa.

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President Joe Biden and former president Donald Trump agree on few things, but a ban of the Beijing-based social network TikTok is one of them. Now with a presidential election at stake, both are joining the platform they previously attempted to take down. Will it make a difference on Election Day? Tina Trinh reports.

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LOS GATOS, California — 

Although its video streaming service sparkles with a Hollywood sheen, Netflix still taps its roots in Silicon Valley to stay a step ahead of traditional TV and movie studios.

The Los Gatos, California, company, based more than 300 miles away from Hollywood, frequently reaches into its technological toolbox without viewers even realizing it. It often just uses a few subtle twists on the knobs of viewer recommendations to help keep its 270 million worldwide subscribers satisfied at a time when most of its streaming rivals are seeing waves of cancelations from inflation-weary subscribers.

Even when hit TV series like “The Crown” or “Bridgerton” have wide appeal, Netflix still tries to cater to the divergent tastes of its vast audience. One part of that recipe includes tailoring summaries and trailers about its smorgasbord of shows to fit the personal interests of each viewer.

So, someone who likes romance might see a plot summary or video trailer for “The Crown” highlighting the relationship between Princess Diana and Charles, while another viewer more into political intrigue may be shown a clip of Queen Elizabeth in a meeting with Margaret Thatcher.

For an Oscar-nominated film like “Nyad,” a lover of action might see a trailer of the title character immersed in water during one of her epic swims, while a comedy fan might see a lighthearted scene featuring some amusing banter between the two stars, Annette Bening and Jodie Foster.

Netflix is able to pull off these variations through the deep understanding of viewing habits it gleans from crunching the data from subscribers' histories with its service — including those of customers who signed up in the late 1990s when the company launched with a DVD-by-mail service that continued to operate until last September.

“It is a secret sauce for us, no doubt,” Eunice Kim, Netflix's chief product officer, said while discussing the nuances of the ways Netflix tries to reel different viewers into watching different shows. “The North Star we have every day is keep people engaged, but also make sure they are incredibly satisfied with their viewing experiences.”

As part of that effort, Netflix is rolling out a redesign of the home page that greets subscribers when they are watching the streaming service on a TV screen. The changes are meant to package all the information that might appeal to a subscriber's tastes in a more concise format to reduce the “gymnastics with their eyes,” said Patrick Flemming, Netflix's senior director of member product.

What Netflix is doing with its previews may seem like a small thing, but it can make a huge difference, especially as people looking to save money start to limit the number of streaming services they have.

Last year, video streaming services collectively suffered about 140 million account cancelations, a 35% increase from 2022 and nearly triple the volume in 2020, when the COVID-19 pandemic created a boom in demand for entertainment from people corralled at home, according to numbers compiled by the research firm Antenna.

Netflix doesn't disclose its cancelation, or churn rate, but last year its streaming service gained 30 million subscribers — marking its second-biggest annual increase behind its own growth spurt during the 2020 pandemic lockdowns.

Part of last year's subscription growth flowed from a crackdown on viewers who had been freeloading off Netflix subscribers who shared their account passwords. But the company is also benefiting from the technological know-how that helps it to keep funneling shows to customers who like them and make them think the service is worth the money, according to J. Christopher Hamilton, an assistant professor of television, radio and film at Syracuse University.

“What they have been doing is pretty ingenious and very, very strategic,” Hamilton said. “They are definitely ahead of the legacy media companies who are trying to do some of the same things but just don’t have the level of sophistication, experience nor the history of the data in their archives.”

Netflix's nerdy heritage once was mocked by an entertainment industry that looked down at the company's geekdom.

Not long after that put-down, Netflix began mining its viewing data to figure out how to produce a slate of original programming that would attract more subscribers — an ambitious expansion that forced Time Warner (now rolled into Warner Bros. Discovery) and other long-established entertainment companies such as Walt Disney Co. into a mad scramble to build their own streaming services.

Although those expansions initially attracted hordes of subscribers, they also resulted in massive losses that have resulted in management shakeups and drastic cutbacks, including the abrupt closure of a CNN streaming service.

What Netflix is doing with technology to retain subscribers to boost its fortunes — the company's profit rose 20% to $5.4 billion last year — now is widening the divide with rival services still trying to stanch their losses.

Disney's 4-year-old streaming service recently became profitable after an overhaul engineered by CEO Bob Iger, but he thinks more work will be required to catch up with Netflix.

Netflix isn't going to help its rivals by divulging its secrets, but the slicing and dicing generally starts with getting a grasp on which viewers tend to gravitate to certain genres — the broad categories include action, adventure, anime, fantasy, drama, horror, comedy, romance and documentary — and then diving deeper from there.

In some instances, Netflix's technology will even try to divine a viewer's mood at any given time by analyzing what titles are being browsed or clicked on. In other instances, it's relatively easy for the technology to figure out how to make a film or TV series as appealing as possible to specific viewers.

If Netflix's data shows a subscriber has watched a lot of Hindi productions, it would be almost a no-brainer to feature clips of Bollywood actress Alia Bhatt in a role she played in the U.S. film, “Heart of Stone” instead of the movie's lead actress, Gal Gadot.

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Kate Bulkeley's pledge to stay off social media in high school worked at first. She watched the benefits pile up: She was getting excellent grades. She read lots of books. The family had lively conversations around the dinner table and gathered for movie nights on weekends.

Then, as sophomore year got under way, the unexpected problems surfaced. She missed a student government meeting arranged on Snapchat. Her Model U.N. team communicates on social media, too, causing her scheduling problems. Even the Bible Study club at her Connecticut high school uses Instagram to communicate with members.

Gabriela Durham, a high school senior in Brooklyn, says navigating high school without social media has made her who she is today. She is a focused, organized, straight-A student. Not having social media has made her an "outsider," in some ways. That used to hurt; now, she says, it feels like a badge of honor.

With the damaging consequences of social media increasingly well documented, many parents are trying to raise their children with restrictions or blanket bans. Teenagers themselves are aware that too much social media is bad for them, and some are initiating social media "cleanses" because of the toll it takes on mental health and grades.

This is a tale of two families, social media and the ever-present challenge of navigating high school. It's about what kids do when they can't extend their Snapstreaks or shut their bedroom doors and scroll through TikToks past midnight. It's about what families discuss when they're not having screen-time battles. It's also about persistent social ramifications.

The journeys of both families show the rewards and pitfalls of trying to avoid social media in a world that is saturated by it.

Concerns about children and phone use are not new. But there is a growing realization among experts that the COVID-19 pandemic fundamentally changed the relationship kids have with social media. As youth coped with isolation and spent excessive time online, the pandemic effectively carved out a much larger space for social media in the lives of American children.

Social media is where many kids turn to forge their emerging identities, to seek advice, to unwind and relieve stress. In this era of parental control apps and location tracking, social media is where this generation is finding freedom.

It is also increasingly clear that the more time youth spend online, the higher the risk of mental health problems.

Kids who use social media for more than three hours a day face double the risk of depression and anxiety, according to studies cited by U.S. Surgeon General Vivek Murthy, who issued an extraordinary public warning last spring about the risks of social media to young people.

The Bulkeleys and Gabriela's mother, Elena Romero, both set strict rules starting when their kids were young and still in elementary school. They delayed giving phones until middle school and declared no social media until 18. They educated the girls, and their younger siblings, on the impact of social media on young brains, on online privacy concerns, on the dangers of posting photos or comments that can come back to haunt you.

At school, on the subway and at dance classes around New York City, Gabriela is surrounded by reminders that social media is everywhere — except on her phone.

Growing up without it has meant missing out on things. Everyone but you gets the same jokes, practices the same TikTok dances, is up on the latest viral trends. When Gabriela was younger, that felt isolating; at times, it still does. But now, she sees not having social media as freeing.

"From my perspective, as an outsider," she says, "it seems like a lot of kids use social media to promote a facade. And it's really sad."

There is also friend drama on social media and a lack of honesty, humility and kindness that she feels lucky to be removed from.

Gabriela is a dance major at the Brooklyn High School of the Arts. Senior year got intense with college and scholarship applications capped by getting to perform at Broadway's Shubert Theatre in March as part of a city showcase of high school musicals.

"My kids' schedules will make your head spin," Romero says. On school days, they're up at 5:30 a.m. and out the door by 7. Romero drives the girls to their three schools scattered around Brooklyn, then takes the subway into Manhattan, where she teaches mass communications at the Fashion Institute of Technology.

In New York City, it's common for kids to get phones early in elementary school, but Romero waited until each daughter reached middle school and started taking public transportation home alone.

In the upscale suburb of Westport, Connecticut, the Bulkeleys have faced questions about bending their rules. But not for the reason they had anticipated.

Kate was perfectly content to not have social media. Her parents figured at some point she might resist their ban because of peer pressure or fear of missing out. But the 15-year-old sees it as a waste of time. She describes herself as academic, introverted and focused on building up extracurricular activities.

That's why she needed Instagram.

"I needed it to be co-president of my Bible Study Club," Kate explains.

As Kate's sophomore year started, she told her parents that she was excited to be leading a variety of clubs but needed social media to do her job. "It was the school that really drove the fact that we had to reconsider our rule about no social media," says Steph Bulkeley, Kate's mother.

Schools talk the talk about limiting screen time and the dangers of social media, says her dad, Russ Bulkeley. But technology is rapidly becoming part of the school day. Kate's high school and their 13-year-old daughter Sutton's middle school have cell phone bans that aren't enforced. Teachers will ask them to take out their phones to photograph material during class time.

The Bulkeleys aren't on board with that but feel powerless to change it.

Ultimately they gave in to Kate's plea for Instagram because they trust her, and because she's too busy to devote much time to social media.

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NEW YORK — 

A newly released ad promoting Apple's new iPad Pro has struck quite a nerve online.

The ad, which was released by the tech giant Tuesday, shows a hydraulic press crushing just about every creative instrument artists and consumers have used over the years — from a piano and record player, to piles of paint, books, cameras and relics of arcade games. Resulting from the destruction? A pristine new iPad Pro.

"The most powerful iPad ever is also the thinnest," a narrator says at the end of the commercial.

Apple's intention seems straightforward: Look at all the things this new product can do. But critics have called it tone-deaf — with several marketing experts noting the campaign's execution didn't land.

"I had a really disturbing reaction to the ad," said Americus Reed II, professor of marketing at The Wharton School of the University of Pennsylvania. "I understood conceptually what they were trying to do, but ... I think the way it came across is, here is technology crushing the life of that nostalgic sort of joy (from former times)."

The ad also arrives during a time many feel uncertain or fearful about seeing their work or everyday routines "replaced" by technological advances — particularly amid the rapid commercialization of generative artificial intelligence. And watching beloved items get smashed into oblivion doesn't help curb those fears, Reed and others note.

Several celebrities were also among the voices critical of Apple's "Crush!" commercial on social media this week.

"The destruction of the human experience. Courtesy of Silicon Valley," actor Hugh Grant wrote on the social media platform X, in a repost of Apple CEO Tim Cook's sharing of the ad.

Some found the ad to be a telling metaphor of the industry today — particularly concerns about big tech negatively impacting creatives. Filmmaker Justine Bateman wrote on X that the commercial "crushes the arts."

Experts added that the commercial marked a notable difference to marketing seen from Apple in the past — which has often taken more positive or uplifting approaches.

"My initial thought was that Apple has become exactly what it never wanted to be," Vann Graves, executive director of the Virginia Commonwealth University's Brandcenter, said.

Graves pointed to Apple's famous 1984 ad introducing the Macintosh computer, which he said focused more on uplifting creativity and thinking outside of the box as a unique individual. In contrast, Graves added, "this (new iPad) commercial says, 'No, we're going to take all the creativity in the world and use a hydraulic press to push it down into one device that everyone uses.'"

In a statement shared with Ad Age on Thursday, Apple apologized for the ad. The outlet also reported that Apple no longer plans to run the spot on TV.

"Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world," Tor Myhren, the company's vice president of marketing communications, told 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."

Cupertino, California-based Apple unveiled its latest generation of iPad Pros and Airs earlier this week in a showcase that lauded new features for both lines. The Pro sports a new thinner design, a new M4 processor for added processing power, slightly upgraded storage and incorporates dual OLED panels for a brighter, crisper display.

Apple is trying to juice demand for iPads after its sales of the tablets plunged 17% from last year during the January-March period. After its 2010 debut helped redefine the tablet market, the iPad has become a minor contributor to Apple's success. It currently accounts for just 6% of the company's sales.

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