Apple's new iPad ad in which a hydraulic press is seen crushing music instruments and paint boxes to reveal a thin device did not sit well with critics, who say the company "has become exactly what it never wanted to be".Apple's new ad for iPad tablets caused a stir, and generated negative publicity.
Some found the ad to be a telling metaphor of the industry today — particularly concerns about big tech negatively impacting creatives. Filmmaker Justine Bateman In contrast, Graves added, “this commercial says, ‘No, we’re going to take all the creativity in the world and use a hydraulic press to push it down into one device that everyone uses.’"
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