Apple's new ad for its thinnest iPad ever the iPad Pro 2024 has ruffled feathers on the internet. Netizens aren't impressed with the message the ad sends forth and have accused the iPad maker of "mocking creators" and "wanton destruction of all the good and beautiful things is this world."

The ad originally shared by Apple CEO Tim Cook on X features a large machine that seems like a hydraulic press crushing everyday objects of creative expression like guitar, piano, jars of paint, gaming console, sculptures and books to reveal Apple's latest iPad.

Although the intended idea is to showcase iPad Pro 2024 as a gadget that encompasses everything a creator needs, the ad came across to many as tone deaf and insensitive.

The ad has to be considered also in the context of the recent AI invasion, which poses a significant threat to creative jobs.

Here are some of the comments flaying Apple for the iPad ad:

Apple has recently launched iPad Pro 2024, it's thinnest ever. The new gadget boasts OLED screens and M4 chip, which offers faster performance, 16-core neural engine, and doubled storage.