Apple faced backlash after releasing a controversial advertisement for its new iPad Pro, prompting the tech giant to issue an apology and pull the ad from TV. The ad, titled Crush!, featured a hydraulic press crushing various objects associated with creativity, such as paint, a piano, and books, to highlight the thinness of the new iPad Pro.
Despite Apple’s intention to showcase the sleek design of the tablet, the ad was met with mixed emotions and criticism from Hollywood creatives. Actor Hugh Grant condemned the ad as “the destruction of the human experience,” while filmmaker Justine Bateman questioned why Apple would run an ad that seemingly devalues the arts.
The advertisement also sparked concerns about the impact of AI on creative jobs, with some fearing that technology could replace human creativity. A recent Microsoft/LinkedIn report revealed that nearly half of respondents are worried about AI taking their jobs, and a study analyzing job postings on Upwork showed that AI is already affecting employment opportunities.
Interestingly, this is not the first time Apple has faced backlash over its advertising. A previous ad for the iPad Pro in 2018 also drew criticism for its portrayal of a child asking, “What’s a computer?” while using the device.
The Crush! ad from Apple bears similarities to a 2008 LG ad promoting a smartphone, where a hydraulic press crushes objects to form a new device. Despite the controversy surrounding the ad, Apple remains committed to celebrating creativity and empowering users through its products.