(Updated with more reactions) Apple�s new iPad Pro isn�t hitting the
shelves for another week, but the self-described �thinnest Apple product
yet� is already being crushed because of a new ad.

Released yesterday at a virtual launch by the tech giant ahead of the new
iPad�s May 15 drop, the minute-long ad is called Crush. Created by Apple�s
in-house team, the promo with a soundtrack of the Sonny and Cher 1971 tune
�All I Ever Need Is You� literally crushes most of the physical history of
creativity in a heavy-handed manner that makes the New Coke fiasco of the
Reagan Era look like a near win.

As Apple tries to reinvigorate slumping iPad sales, CEO Tim Cook praised
the ad and the forthcoming tablet online on May 7 with a �Just imagine all
the things it�ll be used to create� call-out. That�s Cook�s job, but the
exec seems to be nearly alone in his POV as the ad has generated a
scathing backlash from almost everyone else.

Among those taking the tech giant, who is facing a Department of Justice
suit over an alleged illegal monopoly over the smartphone market, to task
for its sheer insensitivity and misstep are Hugh Grant and Justine
Bateman.

The often acerbic Wonka star took a bite out of Apple earlier Wednesday:

Hugh Grant
@HackedOffHugh
�
Follow
The destruction of the human experience. Courtesy of Silicon Valley.
Tim Cook
@tim_cook
Meet the new iPad Pro: the thinnest product we�ve ever created, the most
advanced display we�ve ever produced, with the incredible power of the M4
chip. Just imagine all the things it�ll be used to create.

Creed II scribe and Luke Cage creator Cheo Hodari Coker said the ad was
problematic, really:

Cheo Hodari Coker
@cheo_coker
�
Follow
That Apple ad....is a problem. Not in hip-hop "bad meaning good" problem.
But a problem problem.
11:52 AM � May 8, 2024

Bill & Ted franchise and Men in Black screenwriter Ed Solomon tried to see
the demolition from Apple�s perspective:

Ed Solomon
@ed_solomon
�
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�Who needs human life and everything that makes it worth living? Dive into
this digital simulacrum and give us your soul. Sincerely, Apple.�

Emmy-winning and Directors Guild Award winning Handmaid�s Tale director
Reed Morano was pretty blunt:

Reed Morano, A.S.C.
@reedmorano
�
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Hey @tim_cook READ THE ROOM, BRO. CUZ THIS SHIT IS ACTUALLY PSYCHOTIC

Well versed anti-AI activist, former Family Ties star and filmmaker
Bateman was even more blunt in her reaction:

Justine Bateman
@JustineBateman
�
Follow
Truly, what is wrong with you?

In fact, Bateman ever offered up an example of how Apple could fix their
self-inflicted wound of destruction:

Justine Bateman
@JustineBateman
�
Follow
..@tim_cook, someone corrected your �ad.�

Still, a far, far cry from Apple�s breakthrough anti-authoritarianism 1984
ad of 40 years ago, the original Crush ad has been watched almost 400,000
times on YouTube since its release on Tuesday. As is standard with most
videos Apple puts up on the platform, the comments have disabled.

Might have been the best decision Apple made in this whole situation.

On the other hand, Cook�s tweet of yesterday has been seen 28 million
times, with 7.8 million comments � and the positive ones are like a needle
in a haystack to find.

Apple, who are usually flawless in their marketing and communication, did
not respond to request for comment on the Crush ad and the reaction it has
seen. If and when they do or if Tim Cook himself reacts, we will update
this post.

https://deadline.com/2024/05/ipad-ad-backlash-crushinghugh-grant-justine-
bateman-1235909002/