Apple misread the room
Long seen as the gold standard in marketing, the tech giant did a face-plant with its ad for the new iPad Pro tablet. The 60-second spot shows a massive hydraulic press literally crushing an array of objects — including a record player, a piano, a guitar, an old TV set, cameras, a typewriter, books, paint cans and tubes, and a classic arcade machine — and compressing them into (voilà!) the ultrathin iPad Pro. “Just imagine all the things it’ll be used to create,” Apple CEO Tim Cook cheerily posted on X along with the ad.
The commercial was meant to be whimsical and clever. It was instantly panned. “The destruction of the human experience. Courtesy of Silicon Valley,” actor Hugh Grant posted on X. “Disgusting,” a…
