Apple Criticized for 'Heartbreaking' iPad Pro Ad

Countless people are flooding Apple's social media accounts criticizing the announcement video for the newest iPad Pro. From the looks of it, the promotional video, which puts the spotlight on the sleekness of Apple's forthcoming tablet, isn't sitting right with its audience.

During its event on May 7, Apple unveiled the 7th-gen iPad Pro, which is scheduled to hit the shelves next week on May 15. Importantly, the upgraded iPad Pro comes with a relatively thinner body, alongside a brand-new SoC. However, the tech giant is currently receiving flak for how it decided to portray the new iPad Pro's selling points through a controversial video ad.

As evident from CEO Tim Cook's tweet, Apple is marketing the iPad Pro as the «thinnest product» the company has ever created. In the video titled «Crush!,» the company depicts various objects – including musical instruments, a gaming arcade machine, screens, and more – getting pulverized by a giant hydraulic press only to reveal its latest iPad Pro once the press lifts back up. Understandably, the idea behind the ad may be to suggest that the new iPad Pro fits all the use-cases of these objects onto a thin tablet. However, Apple's choice of execution of its message seems to have irked the viewers enough to make them pan the iPhone maker online. With the iPad Pro's launch imminent and WWDC24 arriving soon, Apple also appears to be short on time to quickly resolve the negative publicity and make amends.

In the comments under the Apple CEO's tweet, several users expressed their disappointment with the content of the video. A user labeled the video as «heartbreaking, uncomfortable, and egotistic» and suggested they would steer clear of Apple products henceforth for this reason. Another user remarked that the video disrespects «creative equipment» and «mocks the creators.» Several users called out Apple for not thinking about the environmental consequences of the destruction done for the sake of making the ad.

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