Dystopian Apple iPad Pro ad appalls creatives (and even celebrities)

Unless you've been away from the internet for an entire 48 hours, you probably know that Apple has launched new iPad Pros for 2024. They're very thin. The thinnest Apple product ever, in fact. But more startling than the tablets' specs is the horrifically misjudged video created for their launch.

Apple has invested so much in emotional branding over the years, and it had been getting it so right. So how did it think that depicting itself as a big industrial machine crushing art and creativity would be a good look?

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.