New Apple iPad trailer gets huge social media backlash | indy100

Apple's newest ad is pushing the wrong buttons for many social media …

Straight Arrow News / VideoElephant

An advert for the latest version of Apple's iPad Pro has received a huge backlash on social media as it shows a number of creative items being completely destroyed.

The new iPad Pro has the first-ever M4 chip, Ultra Retina XDR display and it's the thinnest Apple product to be made.

Apple CEO Tim Cook shared the trailer on X / Twitter and posted "just imagine all the things it'll be used to create".

But it's not gone down well on social media at all.

The advert for the new iPad starts off with a metronome ticking, a light coming on and a record playing.

It then shows loads of creative equipment that's all been neatly arranged under a huge metal crusher.

The top section of the crusher then starts moving down, starting off by crushing a trumpet that's placed on top of a games arcade machine.

More and more equipment then gets destroyed as the crusher continues its journey down, including tins of paint placed on top of a piano for the dramatic effect of paint exploding.

The piano, metronome, a statue, desk equipment, a television, cameras, acoustic guitar, books and even playful smiley faces are among those destroyed in the process.

Once the crusher is flat against the bottom surface, with paint dripping from it and the final explosion taking place, it lifts back up to show the new iPad Pro.

It's supposed to give the message that all of the creative equipment that's been destroyed can be replicated on an iPad.

But a number of social media users have slammed the marketing stunt saying the company "lacks any respect" for creative equipment.

@tim_cook I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators.
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@tim_cook The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice.
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@tim_cook I felt sad when I saw creative tools such as musical instruments and cameras being destroyed. I don't think the creators will like this video. Is it my Japanese sensibility that makes me feel this way?
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@tim_cook Crushing symbols of human creativity and cultural achievements to appeal to pro creators, nice.\n\nMaybe for the next Apple Watch Pro you should crush sports equipment, show a robot running faster than a man, then turn to the camera and say, "God is dead and we have killed him"
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@tim_cook It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I'm ashamed to buy Apple products since nineteen years.
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@tim_cook You destroyed all the creative tools and effort of humans. Worst. Commercial. Ever.
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@tim_cook I\u2019m not sure \u2018wanton destruction of all the good and beautiful things is this world\u2019 was really the vibe you were trying for.
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@tim_cook Everything beautiful, charming, and analog will be destroyed by a flat black screen\n\nYou must never see a sculpted bust\n\nNever hear music from an actual instrument\n\nNever feel the texture of real things\n\nA silicon slab (and Tim Cook) will permanently stand between u and the world
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@tim_cook Who thought this was a good idea?? \n\nDid you hire the one person that *liked* the scene in Who Framed Roger Rabbit where the bad guy dips the animated shoe in the toon-killing bath??
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@tim_cook Forty years ago, Apple released the 1984 commercial as a bold statement against a dystopian future. Now you are that dystopian future. Congratulations.
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