Apple apologises for iPad ad criticised as ‘destruction of the human experience’

Apple has apologised after an online backlash to an advert for its new iPad that features an industrial-sized hydraulic press crushing a collection of creative objects including musical instruments and books.

The ad, launched by Apple’s chief executive, Tim Cook, on Tuesday, shows the machine squashing various items – ranging from a piano and a metronome to tins of paint and an arcade game – before a singleMeet 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.

It was reported that although the advert remains online on Cook’s X account and on YouTube, Apple has cancelled plans to show it on TV., which portrayed an Orwellian future being challenged by a sledge hammer-wielding heroine and had the tagline “you’ll see why 1984 won’t be like ‘1984’.” Christopher Slevin, the creative director of the UK marketing agency Inkling Culture, wrote on LinkedIn: “It looks like Apple has become Big Brother itself, subtly shaping our digital lives in ways we may not fully grasp or choose to ignore. The new iPad Pro ad, while stunning, hints at a future where our creativity is confined to digital screens, and all physicality is crushed beneath the relentless march of technology.

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