Apple’s Crushing New iPad Pro Advertisement Has Everyone REALLY Angry
Apple and its CEO Tim Cook unveiled the latest iPad Pro on Tuesday, but the advertisement he shared for it probably didn’t get the reaction they were all expecting.
Cook included the 60-second commercial for the new iPad Pro in a tweet, boasting that the new iteration was “the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip.” He added the aspirational note: “Just imagine all the things it’ll be used to create.”
To illustrate the creative potential of the new wafer-thin iPad, the commercial depicts a variety of creative tools — a metronome, artist models, various paints, books, musical instruments, etc. — being completely and totally crushed in a hydraulic press, also known as a trash compactor. Throw in a couple of cute, anthropomorphized toys looking very worried that they are going to be squished to death, and it’s an ad that might be sending the wrong message.
And that was the message that many people received: creating art the traditional way is not only trash, but it’s also dead.
Crushing symbols of human creativity and cultural achievements to appeal to pro creators, nice.
Maybe for the next Apple Watch Pro you should crush sports equipment, show a robot running faster than a man, then turn to the camera and say, “God is dead and we have killed him”
— Sterling Crispin 🕊️ (@sterlingcrispin) May 7, 2024
Steve wouldn’t have shipped that ad. It would have pained him too much to watch.
— Paul Graham (@paulg) May 8, 2024
Interesting thing about the new iPad ad everyone hates and finds unfathomable, and which I hate and find unfathomable too: if it weren’t an ad, but a piece of art, I’d think it was brilliant. https://t.co/4Ht8GV8XMb
— Kurt Andersen (@KBAndersen) May 9, 2024
The destruction of the human experience. Courtesy of Silicon Valley. https://t.co/273XB3CfnF
— Hugh Grant (@HackedOffHugh) May 8, 2024
If you thought THIS IPad ad was weird, you should have seen the first cut where they lined up all your favorite characters and shot them. https://t.co/H21zIQ0VXI
— ʟᴜᴋᴇ ʙᴀʀɴᴇᴛᴛ 👨🏻🍼 (@LukeBarnett) May 8, 2024
That Apple ad….is a problem. Not in hip-hop “bad meaning good” problem. But a problem problem.
— Cheo Hodari Coker (@cheo_coker) May 8, 2024
Watch the full “Crush” ad via Apple on YouTube.
