Apple’s Controversial iPad Pro Ad: Destruction as Power?

When an advertisement goes viral, it typically falls into one of two categories: either it deeply resonates with viewers, causing them to talk about it endlessly, or it sparks intense outrage on social media. Apple’s recent ad for its new iPad Pro seems to belong to the latter group. The ad begins with iconic symbols of creativity such as a metronome, a record player, and various artistic tools arranged on a metal slab. After the appearance of these items, a massive hydraulic press begins crushing everything in sight, including the very objects being celebrated. As the items are destroyed, a voiceover announces, “The most powerful iPad ever is also the thinnest.” Cher finishes the commercial singing her hit song “All I Ever Need Is You” from the 1970s. The ad’s use of hydraulic presses, which have gained popularity in recent years due to their striking visuals, appears to be Apple’s attempt to highlight the iPad Pro’s power. However, numerous viewers find the ad objectionable. One person remarked, “I’m not sure ‘wanton destruction of all the good and beautiful things is (sic) this world’ was really the vibe you were trying for,” while another said, “I can’t relate to this video at all. It lacks any respect for creative equipment and mocks the creators.” Others commented that although they comprehended the ad’s message, it failed to connect with them emotionally. According to some users, the ad was particularly disheartening, prompting them to avoid screens and enjoy the world offline. Many people shared this viewpoint, contending that the ad should instead have concentrated on capturing and preserving the essence of these items rather than destroying them. Some individuals compared the ad to previous commercials that generated controversy, such as the Peloton holiday ad and the Kendall Jenner ad for Pepsi. As concerns about artificial intelligence and the negative effects of excessive social media usage grow, there is a growing sense among consumers that technology poses a threat. The ad, according to a Wall Street Journal reporter, “perfectly encapsulates the insight that people believe technology is killing everything we ever found joy in. And then presents that as a good thing.” For further updates and newsletters, visit CNN.com and sign up.