Apple’s latest advertisement for the updated iPad Pro, titled “Crush”, has sparked controversy and backlash from viewers. The commercial, shared by CEO Tim Cook, features a giant hydraulic press crushing various creative objects like musical instruments, paint cans, and even a grand piano, before revealing the sleek new iPad Pro.
While the ad has garnered over 38 million views, it has been criticized for being “tone deaf” and “destructive” by a majority of viewers. Hollywood actor Hugh Grant took to social media to express his disapproval, calling it a “destruction of the human experience.”
Other prominent figures in the creative industry, including filmmaker and actor Justine Bateman and British filmmaker Asif Kapadia, also voiced their disappointment with the ad. Many users on social media echoed similar sentiments, with one user stating, “It lacks any respect for creative equipment and mocks the creators.”
Despite the backlash, Apple has not responded to the criticism surrounding the advertisement. The iPad Pro, touted as the thinnest iPad ever, was recently launched at Apple’s virtual event, “Let Loose”, and is available in 13 and 11-inch models with silver or black finishes.
The controversy surrounding the “Crush” ad highlights the fine line between creativity and destruction in advertising, and serves as a reminder of the importance of thoughtful and respectful messaging in marketing campaigns.