Apple hosted its 'Let Loose' event on May 7, and before introducing the iPad Pro, SVP of Hardware Engineering John Ternus said, "We're not only going to push the limits of what you can do on iPad, we're going to crush them." Right after this statement, Sonny & Cher's "All I Ever Need Is You" plays and an industrial press violently crushes a slew of creative tools.
After the event, Apple posted the 'Crush!' ad to its YouTube channel, and Tim Cook enthusiastically shared it on X. Now, this destructive ad is understandably garnering major public backlash, ironically from the creative-minded people Apple marketed its iPad Pro to during the event.
