New iPad ad hit a nerve after instruments seen being crushed

WASHINGTON (TND) — Destroying instruments that artists and consumers have used for years and continue to do so did not sit well with viewers who saw Apple's latest commercial.

The tech company released its newest iPad ad this week, showing a hydraulic press crushing items - from a trumpet, piano, a chess board, sculptures, record players and arcade games.

The song, "All I Ever Need Is You" by Sonny and Cher is used as the ad's soundtrack.

A new iPad Pro is revealed once the heavy machinery completes destroying the creative instruments.

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

Critics called out Apple for its advertisement some calling it "tone deaf."

Apple CEO Tim Cook received backlash when he posted the posted the ad online on Tuesday.

"As a “f--- you” to @tim_cook and that atrocious iPad ad, here’s a picture of my son in front of the old used piano I bought before he was born, so he’d know the joy of growing up in a house with a piece of furniture you could play music on," a post read.

Jordan Peterson, known as a conservative author, posted "Well, this is pretty much the most accidentally true ad ever @tim_cook."

Vann Graves, executive director of the Virginia Commonwealth University's Brandcenter, pointed to Apple’s famous 1984 ad introducing the Macintosh computer, which he said focused more on uplifting creativity and thinking outside of the box as a unique individual. In contrast, Graves added, “this (new iPad) commercial says, ‘No, we’re going to take all the creativity in the world and use a hydraulic press to push it down into one device that everyone uses.’"

The Cupertino, California-based company unveiled its latest generation of iPad Pros and Airs earlier this week in a showcase that lauded new features for both lines. The Pro sports a new thinner design, a new M4 processor for added processing power, slightly upgraded storage and incorporates dual OLED panels for a brighter, crisper display.

Apple is trying to juice demand for iPads after its sales of the tablets plunged 17% from last year during the January-March period. After its 2010 debut helped redefine the tablet market, the iPad has become a minor contributor to Apple’s success. It currently accounts for just 6% of the company’s sales.

Editor's Note: Information from the Associated Press was used in this report.