The way the ad depicts a giant crushing device laying waste to innocent creative tools upset many creatives.
The ad seemed to imply that the only thing a creative person needs is the iPad Pro, leaving many viewers feeling the destruction of other tools was wasteful.
Some users expressed discomfort with the graphic nature of the ad, with one highlighting how 'Everything beautiful, charming and analog will be destroyed by a flat black screen.'
The ad received criticism for what some perceived as a negative message: 'iPad crushes the soul of humanity,' illustrating the strong negative reaction from creatives online.
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