Apple’s advert for its newest iPad Pro has sparked outrage, with Hugh Grant saying it represents the “destruction of the human experience”.
The advert selling the thinnest ever iPad options artistic instruments together with cameras, books, paint cans and musical devices being crushed in an industrial press.
Once an arcade recreation machine, old-model TV, file participant, metronome and array of different symbols of creativity have been decreased to smithereens between two slabs of metallic, the highest of the machine is raised to disclose the new iPad.
All of that is set to the tune of Sonny & Cher’s 1972 single All I Ever Need Is You.
“Meet the new iPad Pro… Just imagine all the things it’ll be used to create,” Apple CEO Tim Cook wrote on X, together with the advert video.
The replies have been shortly flooded with people decrying the crushing of creative objects.
Hugh Grant retweeted the submit, including: “The destruction of the human experience. Courtesy of Silicon Valley.”
“The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice,” one X consumer stated.
Another added: “I can’t relate to this video at all. It lacks any respect for creative equipment and mocks the creators.”
Read extra from Sky News:
Zoo accused of faking ‘panda’ exhibit
Trial means woman born deaf has ‘close to regular listening to’
Adam Singer, vice chairman at promoting know-how firm AdQuick, referred to as it the “(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 dollar corporation controls what you do with,” he wrote on X.
Apple didn’t instantly reply to Sky News’ request for remark about the backlash to the advert.
The new iPads, launched on Tuesday, function a new Apple chip and a new show along with being Apple’s thinnest merchandise.