Everyone's mad at Apple iPad's ad


Apple’s ad for its new iPad Pro has received “mixed reviews,” with users lamenting the company’s artistic choices.

The video ad, called "Crush!," shows various objects, such as musical instruments, art supplies, books, photography equipment, and more, being crushed and "formed" into the new iPad Pro model with "All I Ever Need Is You" by Sonny & Cher playing in the background.

While few doubted the quality of the advertisement, the message that Apple tried to convey didn't sit well with some of the viewers.

"Just imagine all the things it'll be used to create," wrote Tim Cook, the CEO of Apple, on his X account (formerly Twitter). Not-so-cheerful comments from other X users soon followed his positive comment about the ad.

"I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators," shared one of X users.

"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,'" commented Sterling Crispin, a researcher at Del Complex who also contributed to Apple Pro development as neurotechnology prototyping researcher.

Others somewhat defended Apple, saying it’s unlikely that bad intentions drove the US tech behemoth to depict the annihilation of a myriad of creative tools.

"Jobs would never have approved this. It conveys contempt for tools and the arts. Don't doubt it's unintentional, but it's in bad taste," noted another X user.

However, some were less infuriated with Apple’s ad. For example, some Reddit users said they understood the ad’s message – one device that encapsulates a vast amount of tools used to express one's creativity. Other Redditors called the commercial "sterile" and "depressing."

"It would have been cool if the tools were absorbed or beautifully swirled into the iPad...but no, they had to copy the viral smashing videos."

Some went further and began giving Apple tips on how the company could have made the ad better.

"I think the ad would work much better if it was reversed. All the objects should be expanding out of the iPad rather than being crushed into it," shared Steph Ango, the CEO of Obsidian, a writing app, on his X account.


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