Watch: Apple Faces Backlash Over iPad Pro Ad, Hollywood Celebs Call It 'Destructive' & 'Tone Deaf'

Apple¡¯s Let Loose event took place on May 7. As the tech giant¡¯s latest product iPad Pro was unveiled, it¡¯s grabbing a lot of attention, some of it is for the wrong reasons!

The all-new ad ¡®Crush¡¯ has gone viral and many on the internet are calling it ¡®tone deaf¡¯ and ¡®destructive¡¯. Shared by CEO Tim Cook, Apple¡¯s commercial has failed to impress a section of viewers.

What Is Apple¡¯s iPad Pro¡¯s new ad?

The advertisement commenced with a towering hydraulic press poised above an array of eclectic items such as musical instruments, paint cans, a gaming console, speakers, and sculptures. The first item to succumb to the press was a trumpet, followed by a cascade of flattened paint cans. The grand piano was next in line.

After the hydraulic press had flattened everything, even causing the eye of a ball-shaped emoji to pop out, it ascended to reveal the brand-new and remarkably sleek iPad Pro. The concept of the commercial aimed to showcase how the tablet enables users to engage in a multitude of activities, including music playing, photo and video capture, and creation, all in a sleek and streamlined format.

Watch the ad here:

"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," Cook wrote while sharing the advertisement on X.

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

¡ª Tim Cook (@tim_cook) May 7, 2024

Apple iPad Pro Ad Faces Flak Even From Some Hollywood Celebrities

The advertisement quickly gained immense online attention, amassing over 38 million views. However, rather than impressing viewers, it was widely perceived as a representation of "destruction." Numerous figures from Hollywood and social media users alike criticized the commercial for its apparent disrespect toward the creative industry.

"The destruction of the human experience. Courtesy of Silicon Valley," Hollywood actor Hugh Grant wrote about the ad.

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"Truly, what is wrong with you?" Justine Bateman, filmmaker and actor, questioned.

"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," British filmmaker Asif Kapadia wrote.

¡°If you thought THIS IPad ad was weird, you should have seen the first cut where they lined up all your favorite characters and shot them,¡± actor, writer and producer Luke Barnett commented on X.

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Filmmaker Reza Sixo Safai shared a new version of the iPad Pro ad running in reverse, and commented, ¡°Hey @Apple, I fixed it for you.¡±

Meanwhile, Apple is yet to respond to the backlash.

The iPad Pro, advertised as the slimmest iPad to date, comes in 13 and 11-inch sizes and offers a choice of silver or black colors.