Apple ad for iPad Pro 2024 crushes creativity, literally

Apple's new ad for its thinnest iPad ever the iPad Pro 2024 has ruffled feathers on the internet. Netizens aren't impressed with the message the ad sends forth and have accused the iPad maker of "mocking creators" and "wanton destruction of all the good and beautiful things is this world."

The ad originally shared by Apple CEO Tim Cook on X features a large machine that seems like a hydraulic press crushing everyday objects of creative expression like guitar, piano, jars of paint, gaming console, sculptures and books to reveal Apple's latest iPad.

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

Although the intended idea is to showcase iPad Pro 2024 as a gadget that encompasses everything a creator needs, the ad came across to many as tone deaf and insensitive.

The ad has to be considered also in the context of the recent AI invasion, which poses a significant threat to creative jobs.

Here are some of the comments flaying Apple for the iPad ad:

The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice.

— Kiaran Ritchie (@kiaran_ritchie) May 7, 2024

Jobs would never have approved this. It conveys contempt for tools and the arts. Don't doubt it's unintentional but it's in bad taste.

— Macroblock (@sainimatic) May 7, 2024

It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I'm ashamed to buy Apple products since nineteen years.

— Hiroki Akiyama (@akiroom) May 7, 2024

Everything beautiful, charming, and analog will be destroyed by a flat black screen

You must never see a sculpted bust

Never hear music from an actual instrument

Never feel the texture of real things

A silicon slab (and Tim Cook) will permanently stand between u and the world

— Jash Dholani (@oldbooksguy) May 8, 2024

Many craftsmen value their tools.
Musicians value their instruments, architects value their rulers, painters value their brushes and painting materials more than life itself. The video you presented “all in one”, but it will only disgust them. They may never want to engage with…

— 高杉＠沼を駆けだすエンジニア (@takasugi_mbsjk) May 7, 2024

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?

— Takuta (@Takuta) May 7, 2024

I'm a creator, a traditional artist, a macintosh user of many years, yet I never even understand why would I need an iPad, and this destruction is extremely distasteful and would never convince me but otherwise.

— Michael Vokabre (@Vokabre) May 7, 2024

Who approve this creative? Who create this? Everyone in the studio was excited to see everything destroyed?

Definitely this is the good case study the world big tech company lost brand equity instantly.

Promise to prevent my kids to watch this video.

— Mizuto Kato (@miz0521) May 7, 2024

Apple has recently launched iPad Pro 2024, it's thinnest ever. The new gadget boasts OLED screens and M4 chip, which offers faster performance, 16-core neural engine, and doubled storage.