Apple's 'Art-Killing' iPad Commercial Has Failed To Impress The Internet

Apple’s latest iPad Pro model has recently been unveiled, boasting claims of being the most powerful device yet with an incredibly thin design. Equipped with an M4 chip, the new iPad Pro has stirred up mixed reactions among social media users due to the company’s marketing tactics. Shared by CEO Tim Cook on his X handle, the commercial has faced significant backlash for “crushing” artistic things. While initially appearing as a brilliant work by Apple’s creative team, the clip takes a disappointing turn as it showcases numerous elements of human creativity being “destroyed” under a giant hydraulic press.

As the video plays, one can spot a lot of musical instruments and classical sculptures crushing and cracking one by one. The tubes of paint pop like balloons, gushing all over the place and within seconds, everything is pancaked by the giant hydraulic press. It is then that the remnants of the destruction transform into the iPad Pro. “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,” Tim Cook wrote in his caption.

Apple’s message is simple: one can do everything with a single iPad. However, this doesn’t seem to have clicked with users who slammed the company for “destroying the whole history of human creativity” by the unstoppable force of technology.

Internet Unhappy With New iPad Ad

A user wrote, “I can’t relate to this video at all. It lacks any respect for creative equipment and mocks the creators,” while another one commented, “The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice.”

In reference to Apple’s famous advertisement from 1984, a user wrote, “Forty years ago, Apple released the 1984 commercial as a bold statement against a dystopian future. Now you are that dystopian future. Congratulations.”

“You destroyed all the creative tools and effort of humans. Worst. Commercial. Ever,” a user slammed the company.

A user while criticising the destruction of reality commented, “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.”

As shared a day ago, the reactions are just increasing over the commercial. So far, the video has amassed over 39 million views.