Apple has been crushing it lately with their high-tech product advancements, but their—literally—destructive marketing strategy for the new iPad Pro has consumers quivering, some even fuming.
The tech juggernaut suggested that anything was "thinpossible" with their thinnest Apple product yet, the new iPad Pro.
The 5.1mm thick device on the 13-inch iPad Pro (5.3 mm for the 11-inch iPad Pro) touts features like Ultra Retina XDR for the most advanced display yet and a new Apple M4 chip with "game-changing graphics" and powerful AI capabilities.
On Tuesday, Apple Inc. CEO Tim Cook proudly took to X (formerly Twitter) and announced:
"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."
But what consumers were treated to with the accompanying ad for the iPad Pro was utter chaos and destruction.
The clip showed creative innovations like musical instruments, photography equipment, cans of paint, and arcade video games being slowly crushed by a giant descending industrial press—to the carefree tune of Sonny & Cher's "All I Ever Need is You."
The ad suggests that all consumers need is the iPad Pro, as all of those artistic and once-revolutionary capabilities shown being crushed were jam-packed into the world's smallest-ever tablet computer.
However, the commercial fell flat as it failed to resonate with viewers.
Indiana political commentator Jared Yates Sexton aired his grievances with Apple in a searing thread about the company's "discordant horror show image."
Based on Apple's demonstration, Sexton observed that those in power are "increasingly clueless while more powerful and wealthy than ever" as a result of nepotism and rigged markets.
Users instantly turned off by Apple's hubris continued chiming in.
@tim_cook Everything beautiful, charming, and analog will be destroyed by a flat black screen\n\nYou must never see a sculpted bust\n\nNever hear music from an actual instrument\n\nNever feel the texture of real things\n\nA silicon slab (and Tim Cook) will permanently stand between u and the world— (@)
Apple introduced its new lineup with the iPad Pro, iPad Air tablets, and an all-new Apple Pencil Pro on May 7 in a pre-recorded live-streamed event from Cupertino, California.
Cook said the announcement marked “the biggest day for iPad since its introduction.”
The new iPad Pro started pre-sales on Tuesday and is expected in stores next week.
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