In a new advertisement for the iPad Pro, Apple has come under fire for its blatant disregard of creative supplies and tools. The minute-long commercial titled "Crush!" showcases various items, including musical instruments, paint buckets, a TV, and more, being crushed under a hydraulic press.

The ad, reminiscent of viral hydraulic press videos often found on platforms like TikTok, starts with a range of creative objects sitting stationary under the press. As the press is activated, thousands of dollars' worth of artistic tools and supplies are ruthlessly destroyed, leaving a lone iPad Pro standing on a clean floor after the press rises back up.

While some viewers may find certain moments visually striking, such as paint cans being squashed over a piano and their vibrant colors trickling down, the overall message of the commercial has sparked widespread criticism. Many argue that the destruction of valuable creative materials for the sake of promoting a tablet feels callous and unnecessary.

The advertisement's intention was clearly to convey that the iPad Pro can serve as a hub for various creative tools and works. However, the visuals of countless instruments, statues, and other forms of art being obliterated to make this point have left a sour taste for many.

Apple's decision to disable comments on the YouTube video has not quelled the discontent. On social media, numerous users expressed their disappointment, with a substantial backlash evident in the responses to Apple CEO Tim Cook's post sharing the ad. Many voiced their dismay that these creative supplies were destroyed instead of being donated to individuals or organizations in need.

Critics argue that the destruction of these items, which could have brought joy and inspiration to others, was an unnecessary sacrifice for an iPad commercial. They question the need for such a viral moment when the iPad Pro already possesses a strong market presence.

With Apple's immense financial resources, some believe the company missed an opportunity to promote creativity and goodwill by donating these supplies rather than crushing them. The incident has raised concerns about the company's priorities and its failure to consider the impact of its actions on artists and the broader creative community.

As the backlash continues to grow, Apple now faces a challenging situation in addressing the public outcry and reconnecting with its consumers who feel alienated by the commercial's approach.