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?
