‘Now you are that dystopian future’: New Apple iPad Pro commercial sparks outrage among creators

A new Apple commercial for the newly announced iPad Pro might have gone a tad too far in pushing the boundaries of creative storytelling, so much so that it has upset the very audience it was primarily intended for—aka creators. In the Apple ad which is titled “Crush!”, an industrial press is shown “crushing” various objects including a TV, musical instruments, books, and more, all to the tune of Sonny and Cher’s “All I Ever Need Is You.”

The ad, shared by Apple CEO Tim Cook on X, highlights the versatility of the iPad Pro in consuming and creating content, ranging from TV shows and movies to music, games, books, and photos.