In the past, Apple commercials were usually received with great enthusiasm and were known for their creative and irreverent ads.
Remember their iconic ‘1984’ commercial?
But their latest ad — advertising the new iPad Pro — is a disaster.
In the commercial, titled “Crush!”, assembled objects, including a piano, paint cans, an arcade machine, a DJ deck, a TV, books, and more, are crushed by an industrial press.
Social Media criticism has been swift and fierce, with some enraged viewers writing :
In Apple’s defense, the ad is a parody of a popular video game in which a hydraulic press crushes objects that pop, crumple, or explode in strangely satisfying ways.
Even Hugh Grant (yes, the actor ) eviscerated Apple, writing on X :
“The destruction of the human experience. Courtesy of Silicon Valley.”
However, at a time when artists are threatened with AI copying their work, Apple’s launch of an ad ‘destroying ‘ analog art couldn’t be worse.
What were they thinking?