“This is the destruction of the human experience.”

From this legendary place Ridley Scott for him macs in 1983, going through slogans like “think different” advertising campaigns Manzana They did not leave the public indifferent. Announcement of new iPad Pro He’s following the same path…and has acquired a number of detractors in the process.

Among these ill-wishers we have Hugh grant. Actor Four weddings and a funeral He joined in the criticism of the house on Twitter (via The Independent), even giving his message an apocalyptic tone.

Why doesn’t Hugh Grant like iPad ads?

Graduated Crush! The advertisement shows various objects (piano, record player, TV, books…) crushed by an industrial press. As the press goes up, the new iPad Pro appears, implying that it is capable of replacing all the destroyed devices.

“The destruction of human experience. Courtesy of Silicon Valley” Hugh Grant was petrified by this image. And he is not the only artist (related or not to the world of cinema) who was offended by this video.

Without going into details, director Asif Kapadia (Senna) sentence: “This is the most sincere metaphor for what tech companies are doing to art and artists: They squeeze them out, they take advantage of them, they are paid poorly, they take everything and say that they created it.”

Actor, screenwriter and producer Luke Barnett (For all mankind) wrote: “If you thought this iPad ad was weird, you should have seen the first montage where they lined up all your favorite characters and filmed them.”

Besides, It appears to have fallen particularly hard in Japan. a country where social media was filled with signs of rejection. It looks like Apple will have to work hard to mitigate this damage to its image.

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