Criticism mounts against Apple for iPad Pro ‘Crush’ ad, labeled as ‘fascist aesthetic’

Apple, Inc. has been facing a series of challenges and controversies in recent times, with its latest iPad Pro advertisement sparking a significant backlash from users. The ad, titled “Crush,” features a giant hydraulic press machine crushing various objects and creative instruments, only to reveal them transformed into the new iPad Pro.

The metaphor of the ad, which suggests that the iPad Pro can replace traditional creative tools and technologies, has not been well-received by the public. Many users have expressed their revolt against the ad, citing the destruction of beloved objects, the bluntness of the metaphor, and the implication that Apple wants to flatten creativity in favor of its luxury technology.

Social media reactions to the ad have been strong, with users criticizing Apple for celebrating the destruction of artistic tools and creations. Some have even re-edited the ad to show the objects springing from the iPad Pro, rather than being condensed into it.

The backlash against the ad is seen as part of a larger wave of anti-tech sentiment that has been growing in recent years. Critics argue that the ad reflects a potent anti-art message and could potentially impact Apple’s sales and reputation among consumers.

For a company known for its innovative marketing campaigns, the negative response to the iPad Pro ad raises questions about Apple’s current standing in the eyes of the public. It remains to be seen how this controversy will affect the company in the coming weeks and months.