In the commercial, a hydraulic press crushes musical instruments, classical sculptures, and more to represent all human creativity being replaced by Apple's sleek iPad Pro.
Hugh Grant criticized the commercial as the 'destruction of human experience,' highlighting the anger within the artistic community towards the portrayal of technology in the ad.
Apple's tactic of showcasing that everything can now be done with an iPad echoes past successful campaigns but now faces criticism due to the current concerns around AI automation replacing jobs in creative fields.
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