Apple‘s commercial for the new iPad Pro tablet showing an industrial press literally crushing a TV, musical instruments, books and more prompted an angry backlash among many in Hollywood.
The ad, titled “Crush!”, shows various objects — including books, paint cans, a record player, a piano, a guitar, an old TV and a classic arcade game machine — getting compressed into (voila!) the new iPad Pro to the cheery tune of Sonny and Cher’s “All I Ever Need Is You.” (Watch the ad below.)
“Just imagine all the things it’ll be used to create,” Apple CEO Tim Cook posted on X with the ad.
The idea, of course, is that the iPad Pro tablet lets you watch TV and movies, listen to music, play games, read books and more — in a form factor that is thinner than ever.
But the ad has been interpreted more as a visual depiction of the tech industry’s devastation of cultural industries. “The destruction of the human experience. Courtesy of Silicon Valley,” actor Hugh Grant commented on X.
Producer, director and writer Asif Kapadia wrote, “Like iPads but don’t know why anyone thought this ad was a good idea. It is the most honest metaphor for what tech companies do to the arts, to artists musicians, creators, writers, filmmakers: squeeze them, use them, not pay well, take everything then say it’s all created by them.”
“If you thought THIS IPad ad was weird, you should have seen the first cut where they lined up all your favorite characters and shot them,” actor, writer and producer Luke Barnett wrote on X.
Apple did not respond to a request for comment.
To be sure, Apple has long been known to craft commercials that raise eyebrows and defy conventional wisdom. The company, after all, once used the slogan ”Think Different.”
One of the most famous Super Bowl ads in history is Apple’s “1984” commercial that urged consumers to rebel against hegemony, and, perhaps, try new home-computer technology in the form of the Macintosh. In 2002, Apple backed an ad campaign that pushed consumers to use the iPod to “Rip. Mix. Burn” their own playlists from CDs, no matter what it might do to the economics of the music industry,
Apple announced the new iPad Pro on Tuesday, touting its “stunningly thin and light design,” available in silver and “space black” finishes and available in 13- and 11-inch models. They’re available to order online now and will be in stores starting May 15. The 11-inch iPad Pro starts at $999 and the 13-inch version starts at $1,299.
Watch the ad:
Brian Steinberg contributed to this article.