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The Apple iPad Commercial: That’s Not What’s Meant By ‘Crushing It’

The Apple iPad Commercial: That’s Not What’s Meant By ‘Crushing It’

Image by Clker-Free-Vector-Images from Pixabay

“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,” Apple CEO Tim Cook tweeted last week, proudly showing off his company’s latest product – and setting off a media and Twitter/X firestorm.

In the commercial, the company that has long been the standard bearer for providing creator tools showed a hydraulic press pulverizing a number of the physical tools on which its very core market – artists – depends: musical instruments (including an upright piano), cans of paint, an 80s arcade game, a sculpture, to name a few.

“You destroyed all the creative tools and effort of humans. Worst. Commercial. Ever,” was just one of the comments in the Twitter/X feed. Read More...