Hugh Grant is among the many stars who’ve slammed Apple over their controversial new advert.
The tech big proudly announced the new iPad Pro earlier this week, together with an array of other products – at their Let Loose occasion.
To promote their new pill, which is their thinnest design but, additionally they produced a industrial titled Crush.
In the minute-long clip, set to All I Ever Need Is You by Sonny and Cher, varied merchandise – together with a piano, an previous TV, books, a typewriter, video games and toys, a trumpet and a metronome – have been positioned on an enormous hydraulic press.
The digital camera panned throughout the objects as they have been squeezed and compressed, earlier than the machine opened to unveil the shiny new pill.
‘The most powerful iPad ever is also the thinnest,’ a voiceover introduced of the new providing, which is in shops from May 15, starting from $999 to $1,499.
Tim Cook posted the advert on Twitter on Tuesday, alongside the message: ‘Meet the new iPad Pro: the thinnest product we’ve ever created, essentially the most superior show we’ve ever produced, with the unimaginable energy of the M4 chip.
‘Just imagine all the things it’ll be used to create.’
However, the Apple CEO’s publish was met with large backlash from many, who weren’t too impressed with the visuals and branded it ‘dystopian’.
Bridget Jones icon Hugh quoted Tim’s tweet with the message: ‘The destruction of the human experience. Courtesy of Silicon Valley.’
Justine Bateman, Desperate Housewives and Family Ties star and filmmaker fumed: ‘Truly, what is wrong with you?’
Author Greg Jenner agreed: ‘Ah, Apple providing the perfect metaphor for what’s occurring to the inventive arts & humanities, after which mistakenly pondering it’s an excellent look for an advert.’
Ed Solomon, who wrote Men in Black, mentioned: ‘Who needs human life and everything that makes it worth living? Dive into this digital simulacrum and give us your soul. Sincerely, Apple.”’
‘“What kind of *feeling* do we want for this ad?” “The absolute annihilation of all artistic, tactile human experience. Re-watch the opening of T2: JUDGEMENT DAY,”’ King of Queens legend Patton Oswalt penned.
While Josh Olson, author of A History of Violence, added: ‘Literally the most jaw droppingly terrible ad I’ve ever seen.
‘Like, this has me considering taking a sledgehammer to every Apple product I own.’
Although Apple bosses haven’t but responded to the criticism, a collection of Twitter customers went as far as to ‘fix’ the advert for Apple, reversing the footage in order that the iPad birthed the beloved merchandise.
Metro.co.uk has contacted Apple for a remark.
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