Apple's iPad ad literally crushes all the things we hold dear — and it's making people sad and mad

• Apple's ad for the new iPad Pro shows various artistic tools being crushed. It feels off.
• It hit a nerve: People are concerned with human creativity being replaced by tech, like the iPad.
• It's a rare misstep for Apple advertising.

Apple's promotional video for the newly upgraded iPad Pro has struck a discordant tone. CEO Tim Cook, who tweeted it, is being ratioed to the heavens on X over the ad.

The video shows a large pile of creative tools — cans of paint, a piano, a trumpet, a record player, books, a vintage arcade video game — being slowly crushed in a hydraulic press.