The advertisement, titled “Crush!” featured an industrial press crushing various items, including music instruments and books.
The video showed the press smashing a record player, a piano, a guitar, an old television set, cameras, a typewriter, books, paint cans and tubes, and a classic arcade game machine into the new iPad Pro.
Apple CEO
Apple CEO Tim Cook shared the video on his X, formerly Twitter, account, saying, “Meet the new iPad Pro: the thinnest product we’ve ever created.
The most advanced display we’ve ever produced, with the incredible power of the M4 chip. Imagine how it will be used all the things it’ll be used to create.”
The advertisement, however, did not sit well with Hollywood, as actor Hugh Grant described it as the destruction of the human experience. “The destruction of human experience. Hugh Grant commented on X, saying it was “courtesy of Silicon Valley.”
Another director, Asif Kapadia, inquired about the individual who believed that creating such an advertisement was a good idea.
“It is the most honest metaphor for what tech companies do to the arts, to artists musicians, creators, writers, filmmakers: squeeze them, use them, not pay well, take everything then say it’s all created by them,” he added.
Reza Sixo Safai, a filmmaker, shared a version of the iPad Pro ad running in reverse, captioned “Hey @Apple, I fixed it for you.”
To read our blog on “Apple to launch a 20.3-inch foldable gadget in 2026,” click here
