Apple has a long history of supporting the creative community, one of it's base core constituencies.  I don't think this is so much a dystopian aspirational confession by Apple as it was a tone deaf ad agency that misread the message Apple was trying to convey when they were scripting this up. 

That message being -  they are really really proud of how thin the new iPad Pro is.. 

Personally, I got a bit of a chuckle out of it... the idea certainly missed the mark (badly) but the piece was executed well...  Pretty sure it's primarily CGI.  Apple issued a (rare) immediate apology and pulled it - which I think was genuine.  Was surprised that one made it out the door, TBH...  The agency in question likely just lost the account.

-Pete