Apple’s New iPad Ad Made Everyone Angry, Especially Hollywood And The Entire Country Of Japan

Apple CEO Tim Cook seemed very proud when he unveiled an ad for the new Apple iPad Pro which shows a giant industrial hydraulic press crushing dozens of things like a TV, musical instruments, books, cans of paint, a turntable, some video game controllers, and a table lamp that looks suspiciously like the Pixar mascot.

Once the crushing is finally completed and everything has been pulverized, the inevitable result is that the destruction of all of those tools of creativity has resulted in the creation of the new Apple iPad Pro.

On paper, it doesn’t sound so bad. However, reading a description of the ad isn’t nearly as jarring as actually seeing all of those tools of creativity actually get crushed.

Watching it happen ignited a firestorm of anger rarely seen for the launch of a new tech product.

“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,” Apple CEO Tim Cook

Twitter

on X (Twitter).

The response to the Apple iPad Pro ad by people all over the world was intensely negative (there have been almost 14,00 replies to Cook’s post), but it was perhaps the loudest in a couple of specific places: Hollywood and Japan.

“The destruction of the human experience. Courtesy of Silicon Valley,” actor Hugh Grant

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on X.

“Truly, what is wrong with you?” Filmmaker and actress Justine Bateman

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.

“Like iPads but don’t know why anyone thought this ad was a good idea,” producer, director and writer Asif Kapadia

Twitter

. “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.”

Meanwhile in Japan…

“In Japan, there is a tradition called ‘Hari Kuyo’ (needle offering),” a person from Japan

Twitter

. “Needle offering is an event in which sewing needles that are broken, bent, rusted, or otherwise unusable are given to a nearby shrine as a memorial service. Japanese people always respect old and unusable tools. In other words, the act of destroying tools is arrogant and offensive to us Japanese.”

Seriously, what was Apple thinking?

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