“Crush”, the all-new advertisement for Apple’s latest product, the updated iPad Pro, is going viral. But, for all the wrong reasons. Shared by CEO Tim Cook, the commercial swiftly went viral and was all over the internet after its release on Tuesday. However, it was labelled as “tone deaf” and “destructive” and failed to impress a majority of viewers.
The advert began with a giant hydraulic press above a myriad of creative things like musical instruments, paint cans, a gaming console, speakers, sculptures, etc. The trumpet was the first thing to be crushed and then the compressor goes on to flatten a row of paint cans. Then came the grand piano.
When the hydraulic press crushed everything, including popping the eye out of a ball-shaped emoji, it rose to reveal the brand new and the sleekest iPad Pro. The idea behind the commercial was to show how the tablet lets the user do everything like playing or creating music, take photos, make videos, among others, in a more sleek format.
"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," Cook wrote while sharing the advertisement on X.
Since being shared online, the ad has gone insanely viral with over 38 million views and counting. However, the advert failed to impress the audience and was viewed as a visual depiction of "destruction". From several Hollywood personalities to other social media users, everyone slammed the commercial for "disrespecting the creative industry".
"The destruction of the human experience. Courtesy of Silicon Valley," Hollywood actor Hugh Grant wrote about the ad.
"Truly, what is wrong with you?" Justine Bateman, filmmaker and actor, questioned.
"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," British filmmaker Asif Kapadia wrote.
A user commented, "I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators."
"I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators," another user remarked.
A third user added, "I'm a creator, a traditional artist, a Macintosh user of many years, yet I never even understand why would I need an iPad, and this destruction is extremely distasteful and would never convince me but otherwise."
"This is the most ghoulish, tone-deaf ad I've ever seen in my life. Fire all of your marketers. This is utterly catastrophic for your brand," another person chimed in.
Meanwhile, Apple has not responded to the backlash as yet.
The iPad Pro, touted as the thinnest iPad ever, is available in 13 and 11-inch models with silver or black finishes. It was launched at Apple's recently-concluded virtual event, "Let Loose".
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
