Apple’s latest iPad commercial has not gone well with the entire artist community it’s targeted at

The CEO of Apple, Tim Cook, did not expect that his company’s announcement presenting the new iPad Pro would end up generating a huge wave of indignation: “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.,” said the executive director of the company on his post on X (Twitter). The problem? It is an advertisement that is pure destruction, which tries to show everything that an iPad Pro has and can do by destroying musical instruments, recreational machines, art, just about everything you can imagine. The result? The fury of social networks.

Social networks explode against Apple’s latest advertisement

One of the funniest responses was made by Iranian filmmaker Reza Sixo Safai, literally turning the advertisement around and demonstrating that in a very different way, Apple could have achieved the completely opposite effect of the wave of criticism and rejection it’s now facing.

Creators from all kinds of disciplines have taken to pummeling the misguided advertisement down, with comments like that of @usaotoday, who points out that “I can’t identify with this video at all. It lacks respect for the creative team and mocks creators.” Judd Baroff, another user of the social network, wrote “I’m not sure that the wanton destruction of all the good and beautiful things in this world was really the vibe you were looking for.”

Destroying art to show that everything fits in something as flat as the new iPad Pro has not been a great idea on Apple’s part. Technology is more within reach than ever, but we must not forget where we come from and that, in one way or another, everything that is destroyed in the advertisement is still important to millions of people.