‘Destruction of the human experience’: Apple iPad ad prompts online backlash

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

The ad, launched by Apple’s chief executive, Tim Cook, on Tuesday, shows the machine squashing an array of 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.

Christopher Slevin, 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.

Paul Graham, a Silicon Valley investor, wrote on X that the Apple co-founder Steve Jobs “wouldn’t have shipped that ad”. He added: “It would have pained him too much to watch.”

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