Apple recently released a bold and visually striking advertisement for the new iPad Pro. The ad opens with a dramatic scene: various creative instruments, from paintbrushes to musical instruments, are hydraulically crushed, only for the iPad Pro to emerge from the rubble. The message is clear—the iPad Pro is both incredibly thin and immensely powerful, capable of replacing traditional creative tools.

While the technological prowess of the new iPad Pro is undeniably impressive, the advertisement has sparked a wave of controversy. Many in the creative community feel uneasy, even offended, by the ad’s implications. They see it as a metaphorical “murder of creativity,” a signal of the dominance of digitization over traditional artistic methods, and a desecration of the creative legacy that has been built over centuries.

From my perspective, the ad is effective in showcasing the iPad Pro’s capabilities, but it also carries an unintended arrogance. It feels like a declaration from a tech giant that it aims to flatten the rich landscape of creative expression into a single, digitized dimension. This message is particularly insulting to those of us who value the tactile and emotional connection with traditional creative tools. The ad reeks of corporate overreach, suggesting that Apple wants to control the way we create, pushing us to abandon our beloved instruments for their latest gadget.

As someone who uses and respects Apple products, I find this ad troubling. Apple has long been a champion of the creative community, providing tools that enhance rather than replace traditional methods. This latest campaign, however, feels like a step too far, an encroachment on the diverse and multifaceted nature of creativity. It suggests a grim ambition to monopolize the creative process, reducing it to a series of interactions with an “advanced” but ultimately soulless device.

Creativity thrives on diversity—of tools, techniques, and perspectives. It cannot be fully captured or contained within a single device, no matter how advanced. By implying otherwise, Apple risks alienating the very community it has spent years supporting. The backlash against this ad is a clear message: creatives don’t want to be forced into a single mode of creation. We cherish our traditional instruments and the unique experiences they offer.

In the end, while the iPad Pro may be a powerful tool, it is just that—a tool. It should complement, not replace, the rich array of instruments that creatives use. Apple’s attempt to position it as the sole future of creativity is misguided and, frankly, an insult to those of us who value the full spectrum of creative expression. Apple, listen to your community: we don’t want to work solely on your devices. Your creativity here feels hollow, and you deserve the criticism you’re receiving.

Photo by Apple

Disclosure: written with the help of AI.