Technology crushing human creativity? Apple’s ‘disturbing’ new iPad ad has struck a nerve online
NEW YORK — A recently released ad promoting Apple’s new iPad Pro has touched quite a few nerves online.
The ad, released Tuesday by the tech giant, shows a hydraulic press crushing virtually every creative tool artists and consumers have used over the years — from a piano and record player to piles of paint, books, cameras and arcade relics . games. As a result of the destruction? A brand new iPad Pro.
“The most powerful iPad ever is also the thinnest,” a narrator says at the end of the commercial.
Apple’s intention seems simple: look at all the things this new product can do. But critics called it tone-deaf, with several marketing experts noting that the campaign’s execution missed its mark.
“I had a very disturbing reaction to the ad,” says Americus Reed II, professor of marketing at the Wharton School of the University of Pennsylvania. “I understood conceptually what they were trying to do, but… I think the way it came across is: here is technology crushing the life of that nostalgic kind of joy (from times gone by).”
The ad also comes at a time when many are feeling insecure or scared as they see their work or daily routines being ‘replaced’ by technological advances – especially amid the rapid commercialization of generative artificial intelligence. And seeing beloved items fade into oblivion doesn’t help curb those fears, Reed and others note.
Several celebrities were also among the critical voices of Apple’s “Crush!” advertising on social media this week.
“The destruction of the human experience. Thanks to Silicon Valley,” actor Hugh Grant wrote on social media platform X, in a repost in which Apple CEO Tim Cook shared the ad.
Some found the ad to be a telling metaphor for today’s industry – particularly concerns about big tech negatively impacting creatives. Filmmaker Justine Bateman wrote on X that the commercial “crushes art.”
Experts added that the commercial marked a notable difference from marketing seen by Apple in the past – which has often taken a more positive or uplifting approach.
“My first thought was that Apple has become exactly what it never wanted to be,” says Vann Graves, executive director of the Brandcenter at Virginia Commonwealth University.
Graves pointed to Apple’s famous 1984 ad introducing the Macintosh computer, which he said focused more on fostering creativity and thinking outside the box as a unique individual. Graves, on the other hand, added, “This (new iPad) commercial says, ‘No, we’re going to take all the creativity in the world and use a hydraulic press to push it into one device that everyone uses.’”
Apple did not immediately respond to The Associated Press’ requests for comment on Thursday.
The Cupertino, California-based company unveiled its latest generation of iPad Pros and Airs earlier this week in a showcase that touted new features for both lines. The Pro has a new, thinner design, a new M4 processor for extra processing power, slightly improved storage, and includes dual OLED panels for a brighter, sharper screen.
Apple is trying to undermine demand for iPads after sales of the tablets fell 17% in the January-March period compared to last year. After its debut in 2010 redefined the tablet market, the iPad has made a small contribution to Apple’s success. Currently it represents only 6% of the company’s turnover.