- Apple’s new iPad Pro ad, titled “Crush!”, features an industrial press crushing various objects into the new tablet, sparking outrage in Hollywood and creative industries.
- Many in Hollywood, including Hugh Grant and Justine Bateman, criticized the ad as a visual representation of the tech industry’s negative impact on cultural industries.
- Actor Luke Barnett commented on the ad, suggesting a darker initial concept involving favorite characters being shot.
- Filmmaker Reza Sixo Safai created a reverse version of the ad to highlight the negative portrayal of tech companies in the original.
- Apple, known for controversial commercials like “1984” and “Rip. Mix. Burn”, released the new iPad Pro with a sleek design and pricing starting at $999.
Apple’s New iPad Pro Ad: A Controversial Crush!
Apple recently released a new commercial for the iPad Pro that has sparked outrage among many in Hollywood and creative industries. The ad, titled “Crush!”, features an industrial press crushing various objects, including a TV, musical instruments, books, and more, to reveal the new iPad Pro. While the ad aims to showcase the versatility and capabilities of the iPad Pro, it has been widely interpreted as a symbol of the tech industry’s impact on cultural industries.
The Backlash from Hollywood Celebrities
The commercial drew strong criticism from notable figures in the entertainment industry. Actor Hugh Grant commented on the ad, calling it “The destruction of the human experience. Courtesy of Silicon Valley.” Filmmaker and actor Justine Bateman expressed disbelief, questioning, “Truly, what is wrong with you?” The sentiment was echoed by producer, director, and writer Asif Kapadia, who highlighted the ad as a metaphor for how tech companies exploit artists and creators.
Actor, writer, and producer Luke Barnett added a touch of dark humor, mentioning, “If you thought THIS iPad ad was weird, you should have seen the first cut where they lined up all your favorite characters and shot them.” Filmmaker Reza Sixo Safai even created a reverse version of the ad to convey a different message to Apple.
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Apple’s History of Bold Advertising
Apple is no stranger to controversial advertising. The company has a history of crafting commercials that challenge norms and provoke thought. The iconic “1984” Super Bowl ad directed by Ridley Scott urged consumers to embrace innovation with the Macintosh. In 2002, Apple encouraged users to create their playlists with the iPod, disrupting the music industry’s traditional model.
James Clark, marketing director at Molten Ventures, drew parallels between Apple’s “1984” ad and the recent “Crush!” commercial, noting the stark contrast in messaging. While “1984” symbolized breaking free from conformity, “Crush!” seemed to depict a more somber narrative of creative industries being overshadowed by technology.
The New iPad Pro: Features and Availability
Despite the controversy surrounding the ad, Apple unveiled the new iPad Pro with a focus on its sleek design and advanced features. Available in 13- and 11-inch models with silver or “space black” finishes, the iPad Pro boasts a thin and light profile. The 11-inch model starts at $999, while the 13-inch version starts at $1,299. Orders can be placed online, with the tablets set to hit stores on May 15.
While Apple’s “Crush!” ad may have stirred up controversy, it has also sparked discussions about the intersection of technology and creativity. The debate around the commercial highlights the ongoing tension between innovation and its impact on traditional artistic mediums. As the tech giant continues to push boundaries with its advertising, it remains to be seen how the public will react to future campaigns.
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