Apple CEO Tim Cook has been criticized for greenlighting an ad for the company’s improved iPad that showed musical instruments such as a piano, guitar and trumpet being crushed by a giant hydraulic press.
The 60-second spot, titled “Crush!,” also includes items such as an arcade game, a turntable, and even a slowly compressing sculpted bust, all inspired by Sonny & Cher’s “All I Ever It was set to match the song “Need Is You” and showed off its slimness. Upgraded iPad Pro.
“Introducing the new iPad Pro, the thinnest product we’ve ever created and our most advanced display with the incredible power of the M4 chip. Imagine what things can be made of,” Cook tweeted along with the video.
But social media users panicked, calling the ad “tone-deaf” for not respecting the creative process and claiming it was another sign of Big Tech’s desire to take over society.
“Destruction of the human experience. Courtesy of Silicon Valley,” actor Hugh Grant wrote about the commercial in X.
Another user accused Cook of tarnishing the legacy of Apple founder Steve Jobs, who famously endorsed the company’s groundbreaking “1984” commercial, which aired during that year’s Super Bowl.
“Steve Jobs would never have approved this ad,” writes Ian Haber.
iPad Pro is equipped with an M4 chip designed to power artificial intelligence. The technology has drawn intense scrutiny from critics who worry that it stifles human creativity or plagiarizes it.
“Smashing pianos, trumpets, and guitars evokes the same primal, horrific blasphemy as watching a book burn.” Songwriter Crispin Hunt said:. “This is shockingly tone-deaf from Apple, which has traditionally enabled and championed creativity. But when you turn off Autotune, you realize just how out of tune this is.”
“Really, what’s wrong?” Added actress Justine Bateman.
X user @usaotoday The top comment on Cook’s post said the video “lack of response to creative equipment and mocks creators.”
The comment had more than 21,000 likes as of Thursday morning.
another A mocking post by Epic Games programmer Kiaran Ritchie “The symbolism of indiscriminately shattering a beautiful creative tool is an interesting choice.”
“Who needs human life and something that makes it worth living? Jump into this digital simulation and give us your soul. Thank you, Apple.” Added ‘Men in Black’ screenwriter Ed Solomon.
The Post has reached out to Apple for comment on the criticism.
The video surfaced as Apple tries to drum up excitement about its iPad lineup, which is in the midst of a prolonged sales slump.
Revenue from Apple’s iPad division fell 17% to $5.6 billion in the second quarter, falling short of analysts’ expectations of $5.91 billion.
The 11-inch version of the device starts at $999, while the larger 13-inch version starts at $1,299. Both are about $200 more expensive than their predecessors.
Apple also announced an updated version of the iPad Air, which is less powerful but starts at $599.
