Apple recently found itself in hot water over an advertisement that featured a hydraulic press crushing a range of creative instruments, such as a piano, record player, paint piles, books, cameras, and arcade game relics. The ad, despite aiming to highlight the sleek design and power of the iPad Pro, was met with swift criticism from users, with actor Hugh Grant labeling it as the "destruction of the human experience" perpetuated by Silicon Valley.
The controversial commercial was seen by many as a reflection of the current tech industry's impact on creativity, with some viewers interpreting it as a metaphor for big tech stifling artistic expression. Filmmaker Justine Bateman took to social media to express her dismay, stating that the ad "crushes the arts" and contributes to a negative narrative surrounding the intersection of technology and creativity. Apple eventually issued an apology, acknowledging that they had missed the mark with the video, emphasizing that their intention is always to celebrate diverse forms of self-expression and the realization of ideas through their products such as the iPad. Consequently, the company decided not to air the ad on television following the public backlash.
The incident not only sparked online debates but also raised questions about Apple's branding and values, as critics highlighted the advertisement's departure from the company's traditional image of being nonconformist, user-friendly, and a beacon of creativity. The episode shed light on a growing concern about tech giants like Apple potentially overshadowing creative industries and altering societal perceptions of innovation. In light of the tablet's unveiling, Apple emphasized the iPad Pro's advanced features, including upgraded displays and a new chip for artificial intelligence computing, positioning it as the thinnest product in their lineup.