Apple’s new ad, “Crush!,” has literally crushed creativity to highlight the iPad Pro’s sleekness. Apple’s latest iPad commercial is sparking controversy, featuring a giant hydraulic press crushing various creative tools, like musical instruments, paints, and cameras, to showcase the new iPad Pro’s slim design. Set to the tune of Sonny & Cher’s “All I Ever Need Is You,” the ad has faced backlash on social media. Critics label it “tone-deaf,” accusing it of disregarding the creative process. “The

Apple launched its “Crush” ad for the M4 iPad Pro to show how countless creative tools can live inside one powerful device, but many viewers saw it as creativity being flattened instead. The visual of instruments, books, and art tools being destroyed sparked backlash, especially at a time when creatives already feel pressure from automation and rapid technological change. Samsung responded without direct criticism, releasing an ad that focused on calm, music, and creativity continuing, shifting