The ad begins with the ticking of a mechanical metronome, then shows a record player, leading to a giant hydraulic press crushing items, ultimately revealing the new iPad Pro.
Despite the unique concept and high production quality, social media users expressed sadness at the destruction of creative tools like musical instruments and cameras in the ad.
English actor Hugh Grant referred to the ad as 'the destruction of the human experience.'
Some social media users suggested that the ad could have been more effective if played in reverse, with objects expanding out of the iPad instead of being crushed.
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