Apple recently released an advertisement showcasing its new iPad Pro, but it’s leaving many creatives feeling disheartened. Titled “Crush,” the ad features a mechanical compressor flattening various objects, including a trumpet, paint cans, a piano, and even a yellow emoji ball. The ad ends with the reveal of the new iPad Pro, touted as the thinnest product ever created by Apple.
While Apple CEO Tim Cook expressed excitement about the possibilities the new iPad Pro brings for creativity, some artists interpreted the ad differently. Rather than seeing it as a tool for creation, they viewed it as a symbol of Big Tech’s dominance over artistic tools and creativity. This interpretation comes at a time when artists are concerned about the potential threat of artificial intelligence on their livelihoods.
Many felt that the ad was tone-deaf to the struggles of artists and creators, signaling a departure from Apple’s traditional image as a champion of creativity. The company has faced criticism in recent years for its marketing missteps, including campaigns that failed to resonate with consumers or were perceived as insensitive.
While Apple has a history of iconic advertising, including the legendary “1984” Super Bowl commercial, its recent efforts have been met with mixed reviews. The company has made changes to its advertising leadership in recent years, but some feel that its marketing has lost the magic that once defined it.
Overall, Apple’s latest ad has left many questioning its commitment to fostering creativity and connecting with its core audience. Instead of inspiring, the “Crush” ad has left a sour taste in the mouths of many viewers, reflecting a broader trend of uncertainty in the tech industry’s impact on creative expression.
