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Tech giant Apple's latest advertisement for its new iPad has drawn criticism from various quarters, with many calling it 'destructive' and a 'crushing of symbols of human creativity and cultural achievements.'
The ad, titled 'Crush!', shows an industrial press demolishing various creative objects, including a record player, piano, guitar, antique TV set, cameras, typewriter, books, paint cans and tubes, and a vintage arcade gaming machine, to birth the new ultra-thin iPad.
The use of Sonny and Cher's song 'All I Ever Need Is You' as the ad's soundtrack adds a further layer of irony to the destruction depicted.
Apple CEO Tim Cook, while sharing the ad, wrote, '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 ad has been widely criticized for its portrayal of the tech industry's impact on the cultural sector.
Actor Hugh Grant wrote on Twitter, 'The destruction of the human experience. Courtesy of Silicon Valley.'
Filmmaker and actor Justine Bateman added, 'Truly, what is wrong with you?'
Another user commented, 'It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I'm ashamed to buy Apple products since nineteen years.'
A user noted, 'Crushing symbols of human creativity and cultural achievements to appeal to pro creators, nice. Maybe for the next Apple Watch Pro you should crush sports equipment, show a robot running faster than a man, then turn to the camera and say, 'God is dead and we have killed him''.
An X user said, 'This ad is (unintentional) perfect metaphor for today's creative dark age: compress organic instruments, joyful/imperfect machines, tangible art, our entire physical reality into a soulless, postmodern, read-only device a multi-trillion $ corporation controls what you do with.'
The backlash against the ad highlights the growing concerns about the impact of technology on human creativity and cultural heritage.
Source: "Destruction Of Human Experience": Apple's New iPad Ad Sparks Backlash. Here's Why