This Apple iPad ad crushing everything people hold dear might be the self-own of the year – 22 staggered responses

12.

Many craftsmen value their tools.
Musicians value their instruments, architects value their rulers, painters value their brushes and painting materials more than life itself. The video you presented “all in one”, but it will only disgust them. They may never want to engage with…

— 高杉＠沼を駆けだすエンジニア (@takasugi_mbsjk) May 7, 2024

13.

This iPad ad is just so wildly narcissistic and tone deaf. Celebrating creativity by literally destroying every symbolic creative tool

“You won’t need these anymore, you only need me.”

Seems like a good metaphor for the state of the tech industry these days https://t.co/UKOlvezgeC

— Benj Edwards (@benjedwards) May 8, 2024

14.

No better way to sum up Apple than it being a company relentlessly obsessed with destroying stuff that functions, can be repaired at home, and can be passed down to future generations, and replacing it with a fragile technology that will break the moment a raindrop hits it https://t.co/n0H1ZZdLkB

— H.K (@HKesvani) May 8, 2024

15.

Apple has unintentionally made one of the most fitting and revealing advertisements of the modern era.

My god. This horror perfectly encapsulates the feeling of life as the powerful wreak escalatingly careless and clueless destruction. https://t.co/GFgIeeUh3z

— Jared Yates Sexton (@JYSexton) May 8, 2024

16.

It is a heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I’m ashamed to buy Apple products since nineteen years.

— Hiroki Akiyama (@akiroom) May 7, 2024

17.

So painful to watch, especially given the current climate of artists being crushed by the unrelenting decimation of the arts by generative AI. https://t.co/tmCT7kcrOA

— Jingna Zhang (@zemotion) May 8, 2024

18.

Hands up if you’re a creative and this is pretty much how you feel right now. https://t.co/iP55Q9W2gz

— James McConnachie (@j_mcconnachie) May 8, 2024

19.

Tim, try as I might to imagine all the things this new gizmo of yours will be used to create, I just can’t seem to get the image of it destroying books, televisions, pianos and human creativity itself out of my head. https://t.co/nxuIEDLA3s

— Andy Miller (@i_am_mill_i_am) May 8, 2024

20.

I’m not sure ‘wanton destruction of all the good and beautiful things is this world’ was really the vibe you were trying for.

— Judd Baroff (@JuddBaroff) May 7, 2024

21.

Imagine the number of creative bellends who were forced to take a 20 minute break from office table football to come up with this. https://t.co/ANGpfB29IJ

— Matt Owen (@MJowen174) May 8, 2024

22.

one of the most depressing ads I’ve ever seen https://t.co/u7hUxWGrvx

— jg (@jacquesgreene) May 8, 2024

To conclude …

"Hey, how can this advert make us look comically evil?"
"How about crushing various means of human creativity and play?"
"It's perfect!"https://t.co/HcakWTEMg6

— Ben Sixsmith (@BDSixsmith) May 8, 2024

Source @tim_cook