Technology crushing human creativity? Apple's 'disturbing' new iPad ad has struck a nerve online

NEW YORK (AP) — A newly released ad promoting Apple's new iPad Pro has struck quite a nerve online.

The ad, which was released by the tech giant Tuesday, shows a hydraulic press crushing just about every creative instrument artists and consumers have used over the years — from a piano and record player, to piles of paint, books, cameras and relics of arcade games. Resulting from the destruction? A pristine new iPad Pro.

“The most powerful iPad ever is also the thinnest,” a narrator says at the end of the commercial.

Apple's intention seems straightforward: Look at all the things this new product can do. But critics have called it tone-deaf — with several marketing experts noting the campaign's execution missed the mark.