Apple’s latest advertisement for the iPad Pro, titled “Crush!”, has stirred up controversy in Hollywood and beyond. The ad depicts an industrial press crushing various items, including musical instruments and books, to symbolize their transformation into the new iPad Pro.
Among the items crushed in the video are a record player, piano, guitar, old TV set, cameras, typewriter, books, paint cans and tubes, and a classic arcade game machine, all ultimately morphing into the sleek iPad Pro.
Apple CEO Tim Cook shared the ad on his X account, highlighting the thinness and advanced display of the new product, powered by the M4 chip. However, the ad received significant backlash from Hollywood figures, including actor Hugh Grant, who denounced it as the “destruction of human experience” and criticized Silicon Valley for its approach.
Filmmaker Justine Bateman echoed Grant’s sentiment, questioning the rationale behind the ad, while director Asif Kapadia criticized tech companies for exploiting artists and creators without fair compensation.
Filmmaker Reza Sixo Safai took a creative approach by sharing a reversed version of the ad, suggesting a reversal of the destructive narrative portrayed in the original.
The ad’s reception underscores the tension between technological innovation and artistic integrity, sparking conversations about the ethical implications of corporate advertising strategies on the creative community.
