‘It lacks any respect for creativity, what is wrong with you’ – Creativity in the DNA, So Why the Backlash Over Apple’s New iPad ProAd

Apple’s latest iPad Pro tablet ad has definitely ‘crush’ed the company in an unforeseen backlash from celebrities and internet users.  Titled ‘Crush’, the ad features various objects, including a record player, piano, guitar, an old TV set, a typewriter, books, cameras, paint cans and tubes, etc., getting compressed into the new iPad Pro.

In a post on microblogging platform X, formerly Twitter, Apple CEO Tim Cook said just imagine all the things it’ll be used to create. However, many internet users criticized the ad saying it celebrated technology’s destruction of human creativity and art. Some tweeted saying “I’m not sure ‘wanton destruction of all the good and beautiful things is this world’ was really the vibe you were trying for.” Another said “I can’t relate to this video at all. It lacks any respect for creativity equipment and mocks the creators.

Hugh Grant, Hollywood actor, said the ad highlights the destruction of the human experience. “Courtesy of Silicon Valley.” Justine Bateman, a filmmaker and actor, highlighted Cook’s post and asked “Truly, what is wrong with you?” Asif Kapadia, producer, director and writer, said he likes iPads. “But don’t know why anyone thought this ad was a good idea. It is the most honest metaphor for what tech companies do to the arts, to artists, musicians, creators, writers, filmmakers – squeeze them, use them, not pay well, take everything then say it’s all created by them.”

Apple ipad pro

Tor Myhren, Apple’s Marketing Communications VP, in a statement to AdAge, said creativity is in Apple’s DNA. “It’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

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Nandika Chand