People Sure Are Pressed About Apple’s Smashing iPad Commercial

Credit where it’s due: the commercial for the new iPad Pro is impeccable. In the commercial, a hydraulic press, the kind that crush Skittles all day on TikTok, slowly descends into a whole amalgamation of artistic endeavors. As the large metal slab falls like Tesla shares in 2024, it crushes musical instruments and destroys classical sculptures. Tubes of paint burst like balloons, sending a cascade of colors across Apple’s carefully constructed screen. Finally, it does its job. This gathering of creations meant to represent the entire history of human creativity is destroyed by the unstoppable force of Apple’s hydraulic press.

And then, as the press slowly builds up, all that artistic clutter disappears. What’s left behind is Apple’s sleek new iPad Pro.

Apple’s intention is clear: everything you could do with all of this can now be done with a single iPad. Isn’t the technology remarkable? This is a tactic that has worked very well for Apple advertisers in the past, and they have covered this concept before – most notably in early iPod and iPhone commercials.