Apple Slammed By Users Over iPad Pro 'Crush' Ad

Less than 24 hours after Apple held a special event to unveil the new, record-thin (0.20 inch, the thinnest Apple device yet) iPad Pro with M4 chip inside, which the company says is optimized for AI, it is facing a loud and fast-spreading public backlash to one of its new marquee video advertisements promoting the device -- a spot called "Crush." VentureBeat: The video features a giant, industrial hydraulic press machine -- a device category famous for appearing in viral videos over the last decade-and-a-half -- literally pressing down upon and destroying dozens of other objects and creative instruments, from trumpets to cans of paint. The ad concludes with the press lifting to reveal these objects have somehow been transformed into a new iPad Pro. The metaphor and messaging is pretty obvious: the iPad Pro can subsume and replace all these older legacy instruments and technologies inside of it, and all in a more portable, sleek, and more powerful form factor than ever before.

It's analogous to similar observations and advertisements other fans and creatives have made in the past about how PCs and smartphones replaced nearly all the individual gadgets -- stereo radios/boom boxes, journals, calculators, drawing pads, typewriters, video cameras -- of yore by offering many of their same core capabilities in a smaller, unified, more portable form factor. [...] People are revolted by the bluntness of Apple's metaphor, the destruction of beloved traditional instruments and objects which people hold in high esteem and affix intangible value to for their creative potential, and the overarching and perhaps unintentional messaging that Apple wants to literally flatten creativity and violently crush the creative tools of yesterday in favor of a multi-hundred dollar piece of luxury technology whose operating system and ecosystem of applications it tightly controls and restricts.

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