Apple’s latest iPad Pro commercial has dropped, and boy, did it land with a thud. Picture this: a hydraulic press—the kind that’s got TikTokers mesmerized as it obliterates random objects—descends to crush a collection of artistic tools. Musical instruments, classical sculptures, and paint tubes all meet their end under the press, splattering color across the screen. And what’s left after this artistic massacre? The sleek new iPad Pro, of course.
At first glance, the ad is visually stunning, like everything Apple does. But peel back the glossy layers, and you find an unfortunate message: “We can replace all your creative tools with this one device.” Cue the backlash. Artists, actors, and musicians are fuming, and for good reason. Hugh Grant even called it “the destruction of human experience” on X.
Apple’s pitch is clear: you don’t need all those messy, traditional tools when you’ve got an iPad. This is classic Apple, harking back to their game-changing iPod and iPhone ads. But times have changed. Now, AI is the hot topic, and it’s freaking everyone out. Writers and actors are striking, game studios are slashing jobs, and AI-generated content is everywhere, rattling the cages of artists and labels alike. Against this backdrop, Apple’s ad feels tone-deaf, like they just stepped on a rake, full cartoon style.
The backlash was swift. Critics see the ad as a metaphor for Big Tech steamrolling over the creative industry. And Apple, usually so deft at reading the room, seems to have missed the memo. Even Samsung got in on the action, releasing a cheeky response ad that basically says, “Hey, we’re not crushing your creativity over here.”
In a rare move, Apple’s head of advertising, Tor Myhren, admitted they goofed. “We missed the mark with this video, and we’re sorry,” he said. They’ve pulled the ad from TV, and for a company that rarely apologizes, that’s huge. Remember the Maps debacle in 2012? Or when Steve Jobs blamed customers for holding their iPhones wrong? This apology marks a notable shift.
The ad, dubbed “Crush,” was meant to launch alongside Apple’s updated iPad lineup. Tim Cook hyped it on X, talking up the iPad’s potential for creativity. But instead of inspiring artists, it’s left them feeling, well, crushed. The irony? If Apple had played the ad in reverse—starting with the iPad transforming into a burst of creative tools—they might have had a hit on their hands.
In the end, this is a classic case of tech giants needing to stay in tune with the cultural zeitgeist. Apple has a storied history of ground-breaking, award-winning commercials, but this time, their hydraulic press might have flattened more than just a few art supplies. It’s a reminder that in the race to innovate, staying connected to the human element is everything.
GLOBAL GRAPHICA 