Coverage dated May 7, 2024 to May 9, 2024

Technology crushing human creativity? Apple’s new iPad ad has struck a nerve online

Headline from Foxla, on the newest of 2 developments

The ad, which was released by the tech giant Tuesday, shows a hydraulic press crushing just about every creative instrument artists and consumers have used over the years.

Foxla's own description from its feed. We collect headlines and these descriptions, not full articles; read the original reporting below.

Developments in this update

2 dated developments, oldest first, newest marked. Each is named by one outlet's own headline; open its reports to see every outlet that covered it.

  1. Apple’s Latest Ad Promises Its New iPad Will Literally Crush Everything Bringing Real Value To Your Life

    Headline from The Daily Caller ·

  2. Newest

    Technology crushing human creativity? Apple’s new iPad ad has struck a nerve online

    Headline from Foxla ·

Reports & sources

23 articles, oldest first.

  1. The Daily Caller

    Apple’s Latest Ad Promises Its New iPad Will Literally Crush Everything Bringing Real Value To Your Life (opens The Daily Caller)

    Published

    The Daily Caller's feed description

    A 60-second advertisement by Apple shows a giant industrial machine crushing art supplies and equipment.

  2. Variety

    Apple’s New iPad Pro Ad Sparks Outrage as Hugh Grant and More Slam Tech Giant: ‘The Destruction of the Human Experience’ (opens Variety)

    Published

    Variety's feed description

    Apple's commercial for the new iPad Pro prompted an angry backlash among Hugh Grant, Justine Bateman and others.

  3. Foxla

    Technology crushing human creativity? Apple’s new iPad ad has struck a nerve online (opens Foxla)

    Published

    Foxla's feed description

    The ad, which was released by the tech giant Tuesday, shows a hydraulic press crushing just about every creative instrument artists and consumers have used over the years.

  4. Forbes

    The Backlash Against Apple’s New iPad Pro Ad, Explained (opens Forbes)

    Published

    Forbes's feed description

    Apple has misread the room with an ad for the new iPad Pro, which depicts creative instruments crushed by an industrial press, providing a metaphor for the impact of AI.

  5. Minneapolis Star Tribune

    Technology crushing human creativity? Apple's 'disturbing' new iPad ad has struck a nerve online (opens Minneapolis Star Tribune)

    Published

    Minneapolis Star Tribune's feed description

    A newly released ad promoting Apple's new iPad Pro has struck quite a nerve online.

  6. The Guardian

    ‘Destruction of the human experience’: Apple iPad ad prompts online backlash (opens The Guardian)

    Published

    The Guardian's feed description

    Ad featuring massive hydraulic press crushing cultural objects strikes wrong note with some – including Hugh Grant

  7. The Hollywood Reporter

    Apple’s Soul-Crushing New Ad: Who Thought This Was a Good Idea? (opens The Hollywood Reporter)

    Published

    The Hollywood Reporter's feed description

    A new ad for Apple's iPad, "Crush," depicts the destruction of human creation. What would Steve Jobs have thought of it?

  8. New York Post

    Twitter users — including Hugh Grant — outraged over new iPad commercial: ‘Destruction of the human experience’ (opens New York Post)

    Published

    New York Post's feed description

    Apple is facing a major online backlash Thursday after bizarrely tried to promote its upgraded iPad Pro with a video ad in which classic creative tools such as a piano, paint buckets, video game controllers, a turntable and a sculpted bust were slowly crushed by a giant hydraulic press.

  9. Waco Tribune-Herald

    Watch: Technology crushing human creativity? Apple’s new iPad ad strikes nerve online (opens Waco Tribune-Herald)

    Published

    Waco Tribune-Herald's feed description

    Apple’s new iPad Pro “Crush!” commercial is drawing fire for being disturbing and tone-deaf. Curious? Watch it here to see why it’s sparking backlash.

  10. CNN

    Opinion: Why Apple’s iPad ad hit such a nerve (opens CNN)

    Published

    CNN's feed description

    Bill Carter writes that the ill-conceived ad seems to celebrate the destruction of human creativity

  11. WSVN Miami

    Technology crushing human creativity? Apple’s new iPad ad has struck a nerve online - WSVN 7News | Miami News, Weather, Sports (opens WSVN Miami)

    Published

    WSVN Miami's feed description

    NEW YORK (AP) — A newly released ad promoting Apple’s new iPad Pro has struck quite a nerve online.The ad, which was released by the

Identical headlines usually mean shared wire copy. They are counted as separate articles but are not independent confirmation.

Technology crushing human creativity? Apple’s new iPad ad has struck a nerve online | Since Then