Creatives have described an advert for technology brand Apple's recently unveiled iPad Pro, which shows a hydraulic press crushing instruments, desks, games and paint, as "killing everything we ever found joy in".
Released to promote the unveiling of the updated iPad Pro, the advert was highly criticised on social media for showing the tools used by creatives being destroyed.
"Technology is killing everything we ever found joy in"
"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," wrote Apple CEO Tim Cook on X (formerly Twitter) alongside the video.
"Just imagine all the things it'll be used to create." However, creatives reacted negatively to the advert for the device, which was described as "the thinnest Apple product ever", calling the technology company "out of touch".
"This ad perfectly encapsulates the insight that people think technology is killing everything we ever found joy in ? and then presents that as a good thing," wrote Wall Street Journal reporter Katie Deighton.

Read: Apple releases Vision Pro "spatial computer" headset

"As one of many, many artists who use the iPad Pro to create: this is horrifying," wrote Emmy-nominated photojournalist Tyler Stone on X.
"The message you're sending is that traditional creative t...