Even Hollywood royalty, British actor Hugh Grant, weighed in on the spot, posting on X: 'The destruction of the human experience. Courtesy of Silicon Valley.'
At a time when many creative people are skeptical of technology's impact on their professions, Apple's 'Crush' ad struck a nerve by crushing creative tools, seen as insensitive by many.
'Crush' ad caused consumers to feel shocked, surprised, and confused rather than happy, indicating a mismatch with Apple's typical emotionally resonant advertising approach.
'Crush' highlights Apple's thinnest product, the 13-inch iPad Pro, through controversial destruction of items like a piano and cameras, raising concerns about the message it sends.
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