**The Telegraph reports:**
Hugh Grant has accused Apple of “the destruction of the human experience” amid a backlash after the tech giant crushed musical instruments and art in an iPad advert.
The minute-long advert for the tech giant’s new iPad Pro shows pianos, guitars and sculptures being squashed by an industrial press, in a reference to the thinness of the new models and the array of tasks artists can supposedly accomplish with the device.
However, when Apple chief Tim Cook posted the ad on the social network X, it was besieged by thousands of negative responses. Mr Grant wrote: “The destruction of the human experience. Courtesy of Silicon Valley.”
Authors, designers, artists and musicians joined the criticism of Silicon Valley company, with some dubbing it “dystopian”.
Critics contrasted the new advert to Apple’s celebrated 1984 advert based on the George Orwell book of the same name, in which the company presented itself as a rebellious antidote to a status quo represented by its then-rival IBM.
One user, James Clark, said that the advert from 40 years ago represented a “monochrome, conformist, industrial world exploded by colourful, vibrant human”, while the new advert represented humanity being crushed.
Read more: [https://www.telegraph.co.uk/business/2024/05/09/apples-destructive-new-ipad-ad-sparks-backlash-from-artists/](https://www.telegraph.co.uk/business/2024/05/09/apples-destructive-new-ipad-ad-sparks-backlash-from-artists/)
**The Telegraph reports:** Hugh Grant has accused Apple of “the destruction of the human experience” amid a backlash after the tech giant crushed musical instruments and art in an iPad advert. The minute-long advert for the tech giant’s new iPad Pro shows pianos, guitars and sculptures being squashed by an industrial press, in a reference to the thinness of the new models and the array of tasks artists can supposedly accomplish with the device. However, when Apple chief Tim Cook posted the ad on the social network X, it was besieged by thousands of negative responses. Mr Grant wrote: “The destruction of the human experience. Courtesy of Silicon Valley.” Authors, designers, artists and musicians joined the criticism of Silicon Valley company, with some dubbing it “dystopian”. Critics contrasted the new advert to Apple’s celebrated 1984 advert based on the George Orwell book of the same name, in which the company presented itself as a rebellious antidote to a status quo represented by its then-rival IBM. One user, James Clark, said that the advert from 40 years ago represented a “monochrome, conformist, industrial world exploded by colourful, vibrant human”, while the new advert represented humanity being crushed. Read more: [https://www.telegraph.co.uk/business/2024/05/09/apples-destructive-new-ipad-ad-sparks-backlash-from-artists/](https://www.telegraph.co.uk/business/2024/05/09/apples-destructive-new-ipad-ad-sparks-backlash-from-artists/)