Apple’s latest ad “Crush!” sparked controversy in Hollywood and beyond after its release on Tuesday. A commercial for the new iPad Pro showed various media types – movies, TV, books, music, video games, and more – being compressed into the iPad using a hydraulic press. commercial The company’s apparent message of “look at all the things you can do from the ease of one device” didn’t resonate well with a number of users, including actors and filmmakers. Many saw it as the tech industry encroaching destructively on the arts.
“The destruction of the human experience. Courtesy of Silicon Valley,” Hugh Grant commented.
“Truly, what is wrong with you?” Justine Bateman wrote to Apple CEO Tim Cook. wrote on X.
“If you thought THIS iPad ad was weird, you should have seen the first cut where they lined up all your favorite characters and shot them,” actor, writer, and producer Luke Barnett said to the chorus. replied Cook was also present for the big reveal, stating, “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.”
“Like 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,” director/producer Asif Kapadia mentioned. added The new iPad Pro is now available for online order and will be available in stores on May 15. Watch the “Crush!” ad below.
“Just imagine all the things it’ll be used to create,” Apple CEO Tim Cook says of the controversial new commercial active on X for the big reveal, writing, “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.”
“Like 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,” director/producer Asif Kapadia responded.
The new iPad Pro is available now for online order and will be available in stores May 15. Watch the “Crush!” ad, below:
