The ad titled “Crush!” featured a massive crushing machine destroying art supplies, musical instruments, paint cans, cameras, etc., symbolically showcasing the power of creativity encompassed within the thin iPad Pro. However, the imagery was perceived by many as dark and indicative of the threat AI poses in various fields.
“The destruction of the human experience,” actor Hugh Grant tweeted, while director Reed Morano directly called out CEO Tim Cook to “read the room” as the ad was seen as “actually psychotic.” Apple acknowledged the misstep, emphasizing its commitment to empowering creatives globally through innovative product design.
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