Apple crushes everything in latest iPad Pro 2024 ad, Hugh Grant calls it ‘destruction of human experience’

Apple possibly wanted to show how the new iPad users can leverage the powerful gadget to do pretty much anything and everything— watch and create music and movies, play, read, click photos and more—and all of it with a device that is so thin, but people are not having it.

The video is titled ‘Crush.’

Watch the video below:

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. pic.twitter.com/6PeGXNoKgG

— Tim Cook (@tim_cook) May 7, 2024

Social media reacts

One user replied to Cook’s video saying, “I can’t relate to this video at all. It lacks any respect for creative equipment and mocks the creators.” Another user said, “Forty years ago, Apple released the 1984 commercial as a bold statement against a dystopian future. Now you are that dystopian future. Congratulations.”

“I’m not sure ‘wanton destruction of all the good and beautiful things is this world’ was really the vibe you were trying for,” a third user commented.

The advertisement was shared by Apple CEO Tim Cook.

The advertisement has received a lot of backlash, especially from the artistic community. This advertisement comes at a time artists are combating the fear of being replaced by Artificial Intelligence.

The video did not resonate with the audience.

Hollywood actor Hugh Grant commented, “The destruction of the human experience. Courtesy of Silicon Valley.” Asif Kapadia, a writer and producer, responded to the ad saying, “Like iPads but don’t know why anyone thought this ad was a good idea. It is the most honest metaphor for what tech companies do to the arts, to artists musicians, creators, writers, filmmakers: squeeze them, use them, not pay well, take everything then say it’s all created by them.”