Apple's latest advertising campaign for the renovated iPad Pro has gathered much attention among viewers. The advertisement, named "Crush!", was introduced in the "Let Loose" event. This alluring advert features a massive hydraulic press crushing multiple cultural artifacts, such as musical instruments, video games, toys, and paint cans, before revealing the sleek new iPad Pro at the clip's end. The advert then asserts that the product is "the most powerful iPad ever" and it's also "the thinnest".
However, the campaign intended to demonstrate the device's ultra-thinness and exceptional power has sparked negative reviews from the public. The premise of destroying tools of creativity hasn't been taken well by viewers online. People consider this depiction as insensitive and a worrying implication of how AI could replace human innovativeness.
This criticism on social platforms reflects wider discomfort regarding the technology industry's approach to inventiveness and its commercialization. The campaign has attracted a certain backlash on Twitter, with users interpreting the striking metaphor at the heart of this advertisement.
One observer remarked, "Just an astonishingly perfect representation of what the tech industry is doing and an illustration of the massive gap between how the purveyors see it and how horrifying everyone else finds it". Another person claimed, "Crushing the symbols of human creativity to produce a homogenized branded slab is pretty much where the tech industry is at in 2024".
All in all, the iPad Pro ad has not only fallen short of impressing viewers but has also left many concerned for the future path of the tech industry.
