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Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV

When introducing the new M4 iPad Pro models, Apple showed a video of a hydraulic press crushing all manner of creative tools, including musical...

When introducing the new M4 iPad Pro models, Apple showed a video of a hydraulic press crushing all manner of creative tools, including musical instruments, electronic equipment, arcade games, paint and brushes, computers, cameras, and more, with the aim of demonstrating how the iPad represents all of the tools condensed into a single device. Actor Hugh Grant referred to the ad as the "destruction of the human experience," director Reed Morano told Apple to "read the room" and called it "actually psychotic," and Basecamp CTO David Heinemeier Hansson said it"symbolizes everything everyone has ever hated about digitization." Apple at its "Let Loose" event today announced a new Magic Keyboard for the latest iPad Pro models, with a thinner, lighter design.

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