Apple’s new iPad announcement sparks violent reactions. And here’s why

Many people on social media described the announcement as “devastating”.

Tech giant Apple is known for its stylish and effective products, strategies and marketing events. However, to promote the new iPad, the company released an advertisement that attracted criticism from many netizens and celebrities.

The ad shows an industrial printing press crushing various creative objects to create a new, ultra-thin iPad. Crush!” The ad shows a variety of items being crushed inside the new iPad Pro, including a record player, a piano, a guitar, a vintage TV, cameras, a typewriter, books, paint cans and tubes, and a vintage arcade machine. The song ” “All I Ever Need Is You” by Sony and Cher was used as the soundtrack for the ad.

Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever made, and the incredible power of the M4 chip. Just imagine all the things that will be used to create it. pic.twitter.com/6PeGXNoKgG

– Tim Cook (@tim_cook) May 7, 2024

The idea behind the ad is to tell users that their new devices allow them to watch TV shows and movies, play games, read books, take photos, record videos, and much more in a sleek, thinner form factor than ever before.

Sharing the announcement, Apple CEO Tim Cook wrote, “Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever created, with the incredible power of the M4 chip. Just imagine all the things it will be used to create.”

However, the ad has been seen as a graphic representation of the tech industry’s destruction of cultural sectors. Many people on social media called it “disruptive” and said it was “crushing symbols of human creativity and cultural achievement to attract professional creators.”

Actor Hugh Grant wrote: “Destroying the human experience. Courtesy of Silicon Valley.”

Director and actress Justine Bateman added: “Seriously, what’s wrong with you?”

Another person wrote: “This is a heartbreaking, uncomfortable and arrogant ad. When I see this result I am ashamed to have bought Apple products for nineteen years.”

One user said: “Crushing symbols of human creativity and cultural achievements to attract professional creators is nice. Maybe for the next Apple Watch Pro, you should crush sports equipment, show a robot running faster than a man, then turn to the camera and say ‘God is dead’ “So we killed him”

“Steve wouldn’t have sent that ad. It would have hurt too much to watch it,” one user commented.

“This ad convinced me I need less technology in my life,” another person added.

One Dollars. $Company controls what you do.”

“1984: A monochromatic, conformist industrial world exploded by a colorful, vibrant human. 2024: A vibrant, colorful humanity is crushed by a monochromatic, conformist industrial press,” one user wrote.