Apple’s New iPad Pro Ad Sparks Outrage as Hugh Grant and More Slam Tech Giant: ‘The Destruction of the Human Experience’
variety.comTodd Spangler NY Digital Editor An Apple commercial for the new iPad Pro tablet showing an industrial press literally crushing a TV, musical instruments, books and more ignited an angry backlash among many in Hollywood and other creative industries.
The ad, titled “Crush!”, shows an array of various objects — including a record player, a piano, a guitar, an old TV set, cameras, a typewriter, books, paint cans and a classic arcade game machine — getting compressed into (voila!) the new iPad Pro.
The spot is soundtracked to 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 about the new iPad Pro along with the ad.
The idea, of course, is that the iPad Pro tablet lets you watch TV shows and movies, listen to and create music, play games, read books, take photos, shoot video and more — in a sleek form factor that is thinner than ever.
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