Apple's new iPad Pro ad sparks controversy over 'destructive' imagery
What's the story
Apple's latest advertisement for its revamped iPad Pro, titled "Crush," has stirred up controversy and criticism from viewers, including prominent Hollywood figures. The ad, shared by CEO Tim Cook and rapidly gaining online traction since its Tuesday release, has been dubbed as "tone deaf" and "destructive." The commercial features a hydraulic press crushing various objects symbolizing creativity like musical instruments, paint cans, a gaming console, speakers, and sculptures.
Message misinterpreted
Ad's intention overshadowed by perceived destruction
The ad was intended to demonstrate how the sleek iPad Pro allows users to perform a variety of creative tasks. However, this message was largely overlooked as viewers interpreted the ad as a disrespectful portrayal of destruction. Despite garnering over 38 million views, the ad has faced significant backlash. Actor Hugh Grant described it as "the destruction of the human experience," while actor and filmmaker Justine Bateman questioned Apple's motives saying, "Truly, what is wrong with you?"
Twitter Post
Watch the iPad ad drawing flak from artists
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
Online reaction
Social media users express disapproval of Apple's ad
Social media users also expressed their disapproval, with comments such as "I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators," and "This is the most ghoulish, tone-deaf ad I've ever seen in my life. Fire all of your marketers. This is utterly catastrophic for your brand." One user even compared Apple's current image to a dystopian future they once opposed in their iconic 1984 commercial.