Apple’s ‘sinister’ advert for new iPad is making people question how it was ever approved

Apple has stepped up to the market with a new commercial for its latest iPad, but it seems to have been a big swing and miss.

Apple is a tech giant in its own right but some fans have been scratching their heads after seeing its new ad promoting the latest version of the iPad Pro.

Sharing the advert, Apple CEO Tim Cook wrote: "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."

The advert, which hit X on May 7, showed a bunch of objects - including musical instruments, a TV, a record player and games - sitting in a pressing machine.

The presser then starts to push down and crush each of the items in a grand fashion.

Eventually, everything is crushed, and when the presser opens up, Apple’s new iPad Pro is sat in the centre.

A voiceover then adds: “The most powerful iPad ever is also the thinnest.”

The advert is essentially trying to convey that the iPad will have everything seen in the presser in a slimmer device.

But over on social media, people were not happy and many voiced their dislike of the 'sinister' advert.

Some fans have been scratching their heads after seeing its new iPad advert. (TimCook/X)

“Apple has unintentionally made one of the most fitting and revealing advertisements of the modern era,” one X user wrote.

“My god. This horror perfectly encapsulates the feeling of life as the powerful wreak escalatingly careless and clueless destruction.”

“How did nobody at apple recognize how sinister this s*** is lol,” another added.

A third commented: “Watching this again and it’s probably the worst advert I’ve seen in a while and perfectly encapsulates what’s wrong with the digital age. Well done apple!"

Tough crowd it seems.

On social media, many viewers had an issue with it. (TimCook/X)

Though it is important to note not everyone was so disillusioned by the ad, with many arguing some social media users were just jumping on the old ‘I hate Apple’ train.

“Still loving the amount of salt being mined from the latest #Apple advert. Where was this outrage every other time a bland "pro" device is made from any company? Are these all not just dumbing down of the creative process or is it simply because it's Apple?” one person wrote, defending the company.

“People need to get over Apple’s iPad Advert and stop the whinging. Sad as. If you can do any better get your little fingers burning and show us what an outstanding job you can make of it,” another added.

UNILAD has reached out to Apple for comment.

Topics: Apple, Technology

Gerrard Kaonga

Gerrard is a Journalist at UNILAD and has dived headfirst into covering everything from breaking global stories to trending entertainment news. He has a bachelors in English Literature from Brunel University and has written across a number of different national and international publications. Most notably the Financial Times, Daily Express, Evening Standard and Newsweek.