Apple’s “Crush” ad, which played a role in unveiling its latest iPad Pro, has caused a stir amongst netizens and even celebrities. According to some, the video further highlights concerns about AI replacing human creativity, while others are criticising the tech giant’s disrespect for traditional tools, and the efforts of creators who use them.
For context, the one-minute and eight-second long advertisement depicted a variety of objects linked to human creativity sitting underneath a massive hydraulic press. These include musical instruments, toys, paint cans, a sculpture, and many others – all of which are later crushed, only to reveal the new, slimmer iPad Pro at the end.
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
Social media users immediately criticised the ad as painfully tone-deaf, especially with the emergence of generative AI, which is causing concern in the creative community. Many lamented the destruction of cultural tools for the purpose of introducing a supposedly do-it-all digital device.
Everybody hated That Apple Ad but the Japanese REALLY hated it. I’ve never seen so many upset Japanese ppl commenting on a single thread: pic.twitter.com/OyAOl37ilr
— Angelica 🌐⚛️🇹🇼 (@AngelicaOung) May 8, 2024
Celebrities also shared the same sentiment, with actor Hugh Grant describing the ad as “The destruction of the human experience.” Nothing CEO Carl Pei chimed in as well, simply replying “Yikes” to Tim Cook’s post which shared the video on X.
The destruction of the human experience. Courtesy of Silicon Valley. https://t.co/273XB3CfnF
— Hugh Grant (@HackedOffHugh) May 8, 2024
Apple has yet to comment regarding this matter. Whether or not it will remarket its new iPad Pro with a new ad, let alone remove the current “Crush” promo, remains to be seen.
