Technology crushing human creativity? Apple’s ‘Disturbing’ New iPad Ad Hit a Nerve Online

NEW YORK (AP) — A newly released ad promoting of the apple the new iPad Pro has struck a major nerve online.

The advertisement, which was released by the tech giant on Tuesday, shows a hydraulic press crushing nearly every creative instrument that artists and consumers have used over the years — from a piano and record player to stacks of paint, books, cameras and arcade game relics . Resulting from destruction? A flawless new iPad Pro.

“The most powerful iPad ever is also the thinnest,” says a narrator at the end of the commercial.

Apple’s intention seems simple: see everything this new product can do. But critics called it tone-deaf – with several marketing experts noting that the campaign’s execution missed the mark.

“I had a really disturbing reaction to the ad,” said Americus Reed II, a professor of marketing at the Wharton School of the University of Pennsylvania. “I understood conceptually what they were trying to do, but… I think what happened was that here is technology destroying life from that kind of nostalgic joy (of times gone by).”

The announcement also comes at a time when many feel insecure or scared about their work or daily routine. “replaced” by technological advances – particularly amid the rapid commercialization of generative artificial intelligence. And seeing beloved items destroyed doesn’t help quell those fears, Reed and others note.

Several celebrities were also among the voices critical of the program “Crush!” commercial on social media this week.

“The destruction of the human experience. Courtesy of Silicon Valley,” actor Hugh Grant wrote on social media platformin a repost from Apple CEO Tim Cook ad sharing.

Some considered the ad a revealing metaphor for today’s industry — particularly concerns about big tech’s negative impact on creatives. Filmmaker Justine Bateman wrote on X that the commercial “crush the arts”.

Experts added that the commercial marked a notable difference from marketing seen by Apple in the past – which often took more positive or uplifting approaches.

“My initial thought was that Apple has become exactly what it never wanted to be,” said Vann Graves, executive director of the Brandcenter at Virginia Commonwealth University.

Graves pointed to Apple’s famous ad from 1984 introducing the Macintosh computer, which he said focused more on encouraging creativity and thinking outside the box as a unique individual. In contrast, Graves added, “this commercial (for the new iPad) says, ‘No, we’re going to take all the creativity in the world and use a hydraulic press to turn it into a device that everyone uses.’”

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Apple did not immediately respond to requests for comment from The Associated Press on Thursday.

The Cupertino, California-based company unveiled its latest generation of iPad Pros and Airs earlier this week at a showcase that touted new features for both lines. The Pro features a new, thinner design, a new M4 processor for greater processing power, slightly upgraded storage, and incorporates dual OLED panels for a brighter, sharper display.

Apple is trying to boost demand for iPads after tablet sales fell 17% from last year during the January-March period. After its 2010 debut helped redefine the tablet market, the iPad has become a minor contributor to Apple’s success. It currently represents just 6% of the company’s sales.