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Apple apologizes for ad that crushes the sum total of human artistic endeavor

NewsTech

Published:

Reading time: 1 min.
One of many human-created objects destroyed in Apple's "Crush!" ad for the iPad Pro.

Enlarge / One of many human-created objects destroyed in Apple's "Crush!" ad for the iPad Pro. (credit: Apple)

Earlier this week, Apple took the wraps off of a thoroughly leaked iPad Pro refresh with a 1 minute and 8 second ad spot wherein a gigantic hydraulic press comprehensively smushes a trumpet, an arcade cabinet, a record player, paint cans, a piano, a TV, sculptures, a bunch of emoji, and plenty of other tools that one might loosely categorize as "artistic implements."

At the end of the ad, the press lifts away to reveal a somewhat thinner, somewhat faster version of Apple's iPad Pro. The message of the ad, titled "Crush!" and still available via Apple's YouTube channel and CEO Tim Cook's Twitter account, is obvious: look at all of the things we've squeezed into this tablet!

"Just imagine all the things it'll be used to create," wrote Cook.

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