Killer aesthetics: Why Apple's iPad Pro advert caused a storm on the web

Apple's new iPad Pro advert called "Crush" is causing controversy online. The video, which shows how artistic objects collapse under a huge weight, is disgusting and critical among some users.

Here's What We Know

The advert was premiered during the Let Loose event along with the presentation of the new iPad Air and iPad Pro models. Within a few hours of the video's publication, Apple CEO Tim Cook's Twitter account received more than 2,500 comments, most of which expressed a negative attitude to the advert.

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 will be used to create. pic.twitter.com/6PeGXNoKgG

- Tim Cook (@tim_cook) 7 May 2024

Social media users call the advert vulnerable, unaesthetic and tasteless. Many of them feel that the video disrespects the creative process and makes fun of the creators.

While some suggest that some of the video may have been created using computer graphics, this does not diminish the community's reaction.

Comments on the post on the Chinese social network Weibo, where criticism is virtually non-existent, show a difference in reactions to the advert.

Apple has posted the full video on YouTube, with comments disabled, as with most videos on their official channel.

Source: AppleInsider