Music fans share backlash as Apple destroys vintage instruments in “tone-deaf”, “ugly and dystopian” new ad for iPad Pro

nme.com:

Apple‘s new iPad Pro advert, which sees a selection of vintage instruments being destroyed, has caused controversy among music fans.The advert was shared by company CEO Tim Cook and features vintage, guitars, pianos, trumpets, and metronomes, as well as turntables, speakers, and arcade games being crushed to a soundtrack of Sonny and Cher‘s ‘All I Need Is You’.Fans have flocked to social media to share their outrage at the advert. “Can’t recall the last time I saw a promo that so immediately and completely turned me against the product it was supposed to be selling,” one wrote.Check out the advert – and the displeased response to it – below.Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip.

Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG— Tim Cook (@tim_cook) May 7, 2024Can’t recall the last time I saw a promo that so immediately and completely turned me against the product it was supposed to be selling.

Catastrophically awful. Genuinely dystopian. Holy shit. https://t.co/NLbiCG4MXh— Chris Schilling (@schillingc) May 8, 2024“This feels like the first ad that is a tone deaf miss from Apple.

An ad showing beautiful tools of human creativity being crushed to be replaced by the newest and thinnest gadget feels antithetical to Apple,” reads another comment. “I’d expect this from an AI company not Apple.”Another X/Twitter user said: “What an incredible self own by Apple, lol—at a time when artists, musicians and creatives are more worried than ever that tech companies are trying to crush them into dust for profit, along comes Apple and makes an *ad* whose whole message is: yes that is exactly.