As part of yesterday’s M4 iPad Pro unveiling, the company released an ad called ‘Crush’ to go with it.
The nearly one-minute ad showcases a variety of instruments, toys, camera lenses, art supplies and more, getting crushed into one single iPad Pro. That’s when the ad ends with saying, “the most powerful iPad ever is also the thinnest.” Just what we all wanted for the iPad Pro–for it to be thinner than before.
The ad is clearly showing how the iPad Pro can replace or do a multitude of tasks, while the pressing machine presents a super-thin iPad, after crushing away everything else. But not everyone is happy with this ad, with many slamming the video as tone deaf and offensive.
Apple CEO Tim Cook shared the ad on X, and immediately saw some angry replies.
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
— Tim Cook (@tim_cook) May 7, 2024
“I can’t relate to this video at all. It lacks any respect for creative equipment and mocks the creators,” said one user on X.
“It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I’m ashamed to buy Apple products since nineteen years,” said another reply.
“The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice,” added another user.
“I felt sad when I saw creative tools such as musical instruments and cameras being destroyed. I don’t think the creators will like this video. Is it my Japanese sensibility that makes me feel this way?”, was another reply.
Check out the ad below and tell us if you’re offended or not:
The only thing crushing about the iPad Pro is the damage it will do to your wallet, as a fully-maxed out 13-inch version with AppleCare and accessories after tax will cost you $5,000+ in Canada. All that for the best tablet ever to not have a calculator app, yet (#courage).
OK here is pricing with accessories and AppleCare…
13" iPad Pro 2TB Cellular: $3609
AppleCare+: $229
Apple Pencil Pro: $169
Magic Keyboard: $449GST/PST (BC): $518.69
Total: $4,974.69 🙈 gtfoha https://t.co/Umhp5UMHIO
— iPhone in Canada (@iPhoneinCanada) May 7, 2024
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I’m offended yes……i’m offended it wasn’t the entire liberal party getting crushed.
Dude…. Take a nap or something.
Easily offended people remain easily offended apparently (and will likely suffer from PTSD from repeatedly watching the ad). Apple’s marketing department’s creativity cannot be used with/against any other form of creativity? Stuff like this makes my head hurt and once again proves Darwin was wrong. About humans anyways.
Not sure how that ad offends anyone. One truly has to be an overly sensitive snowflake. Not everyone is going to like it, but to read into it anything offensive takes some serious narcissistic ego and very little common sense.
“Is it my Japanese sensibility that makes me feel this way?”🤣
“Good artists copy. Great artists steal”. They took if from LG’s 2008 phone ad. Did even copy the colors that pop ⤵️
https://twitter.com/asallen/status/1788428991118164356
Good find! I would be upset at the stealing of the concept rather than the contents of the add.
yeah i also thought it was very poor taste. it really didnt make any sense either. ipad pro supposed to replace a piano and trumpet?? just waste of good objects.