Apple’s unveiling of the new iPad Pro, touted as the most powerful and thinnest device yet, has stirred significant controversy online due to its latest commercial. Shared by CEO Tim Cook, the advertisement has faced backlash for its depiction of artistic tools being destroyed under a giant hydraulic press.

The commercial, intended to highlight the iPad Pro’s advanced features and the power of its new M4 chip, begins with a display of various creative elements such as musical instruments, classical sculptures, and tubes of paint. As the video progresses, these items are systematically crushed and flattened, culminating in the unveiling of the sleek new iPad Pro. Tim Cook’s accompanying tweet read, “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.”

However, the symbolism of destroying traditional creative tools to introduce a new tech product has not resonated well with many viewers. Critics argue that the ad, which visually represents the destruction of artistic creativity, sends a negative message.

Social Media Reactions

The internet has been buzzing with divided opinions since the ad’s release. While some appreciated the bold marketing approach, many expressed their dissatisfaction. A user commented, “I can’t relate to this video at all. It lacks any respect for creative equipment and mocks the creators.” Another added, “The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice.”

Drawing comparisons to Apple’s iconic 1984 advertisement, which was a statement against a dystopian future, one user remarked, “Forty years ago, Apple released the 1984 commercial as a bold statement against a dystopian future. Now you are that dystopian future. Congratulations.” Another user bluntly stated, “You destroyed all the creative tools and effort of humans. Worst. Commercial. Ever.”

Impact and Viewership

Despite the mixed reactions, the commercial has garnered significant attention. Since its release, the video has amassed over 39 million views, indicating its wide reach and the intense debate it has sparked.

One critical viewer summed up the sentiment of many, saying, “Everything beautiful, charming, and analog will be destroyed by a flat black screen. You must never see a sculpted bust, never hear music from an actual instrument, never feel the texture of real things. A silicon slab (and Tim Cook) will permanently stand between you and the world.”

Apple’s latest iPad Pro commercial has undeniably captured public attention, but not all feedback has been positive. The ad’s controversial depiction of artistic destruction to promote technological advancement has sparked a heated discussion about the balance between preserving creativity and embracing innovation. As reactions continue to pour in, it remains to be seen how Apple will address the backlash and what this means for future marketing strategies.