Apple’s new iPad commercial provokes outrage: ‘Destruction of the human experience’
Apple CEO Tim Cook was lambasted for green-lighting an ad for the company’s revamped iPad that showed instruments such as a piano, guitar and trumpet crushed by a giant hydraulic press.
The 60-second spot, titled “Crush!,” also included items such as an arcade game, turntable and even a sculpted bust getting slowly compacted — all set to Sonny & Cher’s “All I Ever Need Is You” — to tout the slimness of its upgraded iPad Pro.
“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,” Cook tweeted alongside the video.
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
Social media users, however, turned apoplectic, calling the ad “tone-deaf” for its lack of respect for the creative process and arguing it was another sign of Big Tech’s desire to take over society.
