Twitter users — including Hugh Grant — outraged over new iPad commercial: ‘Destruction of the human experience’

Apple CEO Tim Cook was lambasted for green-lighting an advertisement for nan company’s revamped iPad that showed instruments specified arsenic a piano, guitar and trumpet crushed by a elephantine hydraulic press.

The 60-second spot, titled “Crush!,” besides included items specified arsenic an arcade game, turntable and moreover a sculpted bust getting slow compacted — each group to Sonny & Cher’s “All I Ever Need Is You” — to tout nan slimness of its upgraded iPad Pro.

“Meet nan caller iPad Pro: nan thinnest merchandise we’ve ever created, nan astir precocious show we’ve ever produced, pinch nan unthinkable powerfulness of nan M4 chip. Just ideate each nan things it’ll beryllium utilized to create,” Cook tweeted alongside nan video.

Social media users, however, turned apoplectic, calling nan advertisement “tone-deaf” for its deficiency of respect for nan imaginative process and arguing it was different motion of Big Tech’s desire to return complete society.

“The demolition of nan quality experience. Courtesy of Silicon Valley,” character Hugh Grant wrote connected X astir nan commercial.

Another personification slammed Cook for sullying nan bequest of Apple laminitis Steve Jobs, who famously approved nan company’s groundbreaking “1984” commercial, which aired during that year’s Super Bowl.

“Steve Jobs would person ne'er approved this ad,” wrote Ian Harber.

The iPad Pro features an M4 chip, which was designed to powerfulness artificial intelligence — a exertion that has sparked aggravated scrutiny from critics who fearfulness it will hamper aliases moreover plagiarize quality creativity.

“Crushing a piano, trumpet & guitar evokes nan aforesaid primal horrific sacrilege arsenic watching books burn,” said songwriter Crispin Hunt. “Surprisingly tone-deaf from Apple, who’ve antecedently enabled & championed creativity. But I ideate they’ll spot really retired of tune this is erstwhile they move disconnected nan autotune.”

“Truly, what is incorrect pinch you,” added character Justine Bateman.

X personification @usaotoday had nan apical remark connected Cook’s post, penning that nan video “lacks immoderate consequence for imaginative instrumentality and mocks nan creators.”

The remark had generated much than 21,000 likes arsenic of Thursday morning.

Another mocking station by Epic Games programmer Kiaran Ritchie said “the symbolism of indiscriminately crushing beautiful imaginative devices is an absorbing choice.”

“Who needs quality life and everything that makes it worthy living? Dive into this integer simulacrum and springiness america your soul. Sincerely, Apple,” added “Men successful Black” screenwriter Ed Solomon.

The Post has reached retired to Apple for remark connected nan criticism.

The video surfaced arsenic Apple attempts to drum up excitement astir its iPad lineup, which is successful nan midst of a lengthy income slump.

In nan 2nd quarter, gross for nan iPad conception of Apple’s business fell 17% to $5.6 billion, which missed analysts’ estimate of $5.91 billion.

The 11-inch type of nan instrumentality starts astatine $999, while a larger 13-inch type starts astatine $1,299. Both are astir $200 much costly than nan erstwhile model.

Apple besides unveiled an updated type of its less-powerful iPad Air, which starts astatine $599.