Hugh Grant is among the stars who have slammed Apple over their controversial new advert.
The tech giant proudly announced the new iPad Pro earlier this week, along with an array of other products – at their Let Loose event.
To promote their new tablet, which is their thinnest design yet, they also produced a commercial titled Crush.
In the minute-long clip, set to All I Ever Need Is You by Sonny and Cher, various products – including a piano, an old TV, books, a typewriter, games and toys, a trumpet and a metronome – were placed on a huge hydraulic press.
The camera panned across the objects as they were squeezed and compressed, before the machine opened to unveil the shiny new tablet.
‘The most powerful iPad ever is also the thinnest,’ a voiceover announced of the new offering, which is in stores from May 15, ranging from $999 to $1,499.
Tim Cook posted the advert on Twitter on Tuesday, alongside the message: ‘Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip.
‘Just imagine all the things it’ll be used to create.’
However, the Apple CEO’s post was met with huge backlash from many, who weren’t too impressed with the visuals and branded it ‘dystopian’.
Bridget Jones icon Hugh quoted Tim’s tweet with the message: ‘The destruction of the human experience. Courtesy of Silicon Valley.’
Justine Bateman, Desperate Housewives and Family Ties star and filmmaker fumed: ‘Truly, what is wrong with you?’
Author Greg Jenner agreed: ‘Ah, Apple providing the perfect metaphor for what’s happening to the creative arts & humanities, and then mistakenly thinking it’s a good look for an advert.’
Ed Solomon, who wrote Men in Black, said: ‘Who needs human life and everything that makes it worth living? Dive into this digital simulacrum and give us your soul. Sincerely, Apple.”’
‘“What kind of *feeling* do we want for this ad?” “The absolute annihilation of all artistic, tactile human experience. Re-watch the opening of T2: JUDGEMENT DAY,”’ King of Queens legend Patton Oswalt penned.
While Josh Olson, writer of A History of Violence, added: ‘Literally the most jaw droppingly terrible ad I’ve ever seen.
‘Like, this has me considering taking a sledgehammer to every Apple product I own.’
Although Apple bosses have not yet responded to the criticism, a series of Twitter users went so far as to ‘fix’ the advert for Apple, reversing the footage so that the iPad birthed the beloved products.
Metro.co.uk has contacted Apple for a comment.
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