Apple’s New Ad Sparks Criticism: Is Destruction the Future of Creativity?

Apple has once again found themselves at the center of attention, this time with the unveiling of their new iPad Pro and iPad Air. Following the presentation, Apple released the prices of their updated tablets, sparking controversy not about their business decisions or proprietary operating systems, but about the advertising of the new iPad Pro.

The new ad titled “¡Crush!” debuted alongside the iPad Pro and has faced criticism in recent days. The ad features the destruction of various physical objects, culminating in the emergence of the iPad Pro. This depiction of human creativity being crushed by a piece of technology led to negative reactions from many, including British actor Hugh Grant.

Apple’s dystopian vision portrayed in the ad drew comparisons to past marketing campaigns by other companies, such as LG’s announcement of the Renoir device. While LG focused on the practicality of combining devices, Apple’s ad faced backlash for its depiction of creativity being overtaken by technology.

After facing public backlash and media criticism, Apple issued an apology for the ad, acknowledging that it did not effectively convey their message. The company emphasized their commitment to empowering creativity through their products and expressed regret for missing