People Are Angry At Apple For Releasing A 'Tone Deaf' iPad Pro Ad
The one-minute-eight-second ad, titled 'Crush!', was first released on X by Apple CEO Tim Cook on 8 May.
By Sukhbir Cheema — 10 May 2024, 05:16 PM
Apple recently released an ad for its latest iPad Pro, and it's receiving some backlash from those who've watched it
The one-minute-eight-second ad, titled Crush!, was first released on X by Apple CEO Tim Cook on 8 May.
The ad features an industrial-sized hydraulic press that crushes several objects representing human creativity.
Set to Sonny and Cher's song All I Ever Need Is You, the hydraulic press crushes several objects such as a record player, trumpet, piano, a television set, an arcade machine, several paint cans, and other items.
The ad ends when the hydraulic press lifts to reveal the iPad Pro, with a lady's voice stating, "The most powerful iPad ever is also the thinnest".
People who watched the ad slammed it for being 'tone deaf', especially at a time when creative communities worldwide grapple with the possibility of generative AI replacing their jobs
Among its harshest critics include Hollywood celebrity Hugh Grant and several thought leaders from around the world.
X user @kepano re-created the same ad by reversing it so that it ended on a more positive note
"I think the ad would work much better if it was reversed. All the objects should be expanding out of the iPad rather than being crushed into it," @kepano posted on X.
The user made this edited version in five minutes via iMovie.
