Hugh Grant speaks out for everyone on Apple’s terrifying new ad: ‘The Destruction of the Human Experience.’ Courtesy Silicon Valley’

Advertisement, which was Continued From tech giant Tuesday, a hydraulic press shows off every creative tool artists and consumers have used over the years — from pianos and record players to paint, books, cameras and arcade games. As a result of the disaster? A pristine new iPad Pro.

“The most powerful iPad ever is also the thinnest,” a narrator says at the end of the commercial.

Apple’s intent seems straightforward: look at all the things these new products can do. But critics have called it tone-deaf — with several marketing experts noting that the campaign’s execution missed the mark.

“I had a really disturbing reaction to the ad,” said Americus Reed II, a marketing professor at the Wharton School of the University of Pennsylvania. “I understood conceptually what they were trying to do, but … I think the way it’s unfolded, technology here is crushing that old happy life (from a bygone era). “

The ad also comes at a time when many people feel uncertain or fearful about their jobs or daily routines. “Replaced” by Technological Advances – especially amid the rapid commercialization of creative artificial intelligence. And watching beloved objects crumble into oblivion doesn’t help quell those fears, Reid and others note.

Apple’s “Crush!” Many celebrities were also among the voices criticizing. Commercial on social media this week.

“The destruction of the human experience. Courtesy of Silicon Valley,” actor Hugh Grant Posted on social media platform XIn a post by Apple CEO Tim Cook Ad sharing.

Some saw the ad as a clear metaphor for the industry today — especially concerns about big tech negatively impacting creatives. Filmmaker Justin Bateman Written on x that commercialism “crushes art.”

Experts added that the commercial marked a marked departure from the kind of marketing Apple has seen in the past — which has often taken a more positive or upbeat approach.

“My initial thought was that Apple has become exactly what it never wanted to be,” said Van Graves, executive director of Virginia Commonwealth University’s Brand Center.

Graves pointed to Apple. The famous 1984 ad The introduction of the Macintosh computer, which he said focused more on fostering creativity and thinking outside the box as a unique individual. In contrast, Graves added, “this (new iPad) commercial says, ‘No, we’re going to take all the creativity in the world and use a hydraulic press to push it down into a device which everybody uses.'”

Apple did not immediately respond to The Associated Press’ requests for comment Thursday.

Company based in Cupertino, California Unveiled its latest generation of iPad Pro and Airs. At a showcase earlier this week that touted new features for both lines. The Pro adds a new slimmer design, a new M4 processor for added processing power, slightly upgraded storage and dual OLED panels for a brighter, crisper display.

Apple is struggling to meet demand for the iPad after sales of its tablets fell 17 percent from a year earlier in the January-March period. After its 2010 debut helped redefine the tablet market, the iPad has become a small part of Apple’s success. It currently accounts for only 6% of the company’s sales.

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