A new Apple ad for the recently announced iPad Pro has provoked widespread criticism on social media, being variously described as "dark", "dystopian" and "deeply offensive".
The ad (embedded above) which Apple has titled Crush!, depicts a collection of objects associated with creativity - including a number of musical instruments and a mixing desk - being crushed by a gigantic slab of metal. After the objects are slowly pulverized, the press lifts up to reveal the new iPad Pro in their place.
