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The great 'Crush!' outrage: Day 2

The great 'Crush!' outrage: Day 2

Somebody even "fixed" Apple's provocative iPad Pro video.

Leander Kahney
May 09, 2024

The internet is still raging about Apple’s controversial “Crush!” iPad ad, which shows a bunch of fun and creative products being squished into the new iPad Pro by a hydraulic press.

Actor Hugh Grant joined the fray with an acidic critique of the ad’s message. And a lot of people are proclaiming a simple but clever edit of the ad is much better than the original. (See the post for the new edited version.)

Readers of this newsletter overwhelmingly liked the ad, according to yesterday’s poll. See results below.

Personally, I found the ad to be fine if you separate out the message from the execution. I saw some musicians on X complaining how seeing instruments destroyed provoked a strong gut-level revulsion (they’re probably not Pete Townsend fans), and that resonates. But the idea that the iPad can be all of these products in one is an empowering one, I think.

The iPad, and computers in general, have widened and democratized access to a wide range of tools and activities for many people, and that’s a huge benefit. A decade ago, few people had access to professional recording studios and all the instruments in an orchestra: now all that is available to anyone running GarageBand.

That’s the message of the ad, and one I find hopeful.

Also in today’s newsletter:

Benchmarks for the new M4 chip just leaked and they show an impressive boost in performance.
Who’s going to replace Tim Cook as Apple CEO if/when he steps down? Apparently, John Ternus, Apple’s senior vice president of hardware engineering, is the top internal candidate to take over.
There’s a great sale on the older but still rip-roaring M2 MacBook Air, which drops the laptop to its lowest price of just $829. That’s a good deal!

— Leander Kahney, EIC.

First M4 iPad Pro benchmarks show 21% performance increase over M3

Find out how the Apple M4 processor in the 2024 iPad Pro outperforms its predecessor, the M3. The chip is expected to hit Macs this autumn.

Apple's ‘Crush!’ ad touting new iPad Pro draws ire [Updated]

Outraged creatives pile on, calling "Crush!," a new Apple video for iPad Pro, wantonly destructive, wasteful, insensitive, egotistical and more. Plus, somebody “fixed” the video.

Features we expected but didn't get in M4 iPad Pro

The new iPad Pro adds an OLED screen and M4 processor but other features quietly disappeared. And some expected features never appeared at all.

^{A message from the Cult of Mac Deals team}

New low price: Chop up to $170 off M2 MacBook Air

Want a great lightweight laptop that doesn't overload the wallet? You can now get the lowest price on M2 MacBook Air ($829).

Could John Ternus equal Tim Cook and Steve Jobs as Apple CEO?

John Ternus, Apple's SVP of hardware engineering, could be the top candidate to take on the role of Apple CEO once held by Steve Jobs.

Clever 6-port hub is also a shelf for iMac

Plugable’s AD-6IN1 is a sleek, six-port hub designed to declutter your desk and add useful ports to your iMac.

^{A message from the Cult of Mac Deals team}

Customize your Mac to your liking with MacPilot

This lifetime MacPilot license lets you easily customize your Mac, offering all sorts of tweaks for just $29.97 (regularly $99).

Versatile new lightweight folio fits 2024 iPad Pro and Air

The new Pitaka MagEZ Folio 2 serves as a case and a multi-angle stand for either the new iPad Pro or the new iPad Air.

How to use the iPhone's one-handed keyboard mode (and Reachability)

iPhone screen too big? Hands full? iPhone one-handed keyboard mode can help. Plus, Reachability makes the top of the screen easier to reach.

Today in Apple history: iTunes experiments with video downloads

On May 9, 2005, Apple quietly began selling music videos in the iTunes Music Store, marking the beginning of a very profitable video business.

Tweetz o’ the day

Fun fact: Apple is no longer using the “generation” naming scheme for iPads anymore. Now, they’re going by chip name.
Instead of iPad Air (6th generation), it’s now iPad Air 11-inch (M2). Similar to the Mac naming.
— Tech God (@tgod34748)
10:52 PM • May 8, 2024

I guess I can't be too upset about the iPad Pro losing the Ultra Wide camera, because as it turns out, I never actually took a single photo with it. 😅
— Basic Apple Guy (@BasicAppleGuy)
9:25 PM • May 8, 2024

Probably the most interesting book store in Japan right now is Passage, in Tokyo's Jimbocho district. It is divided into roughly three locations, and is run as a co-op by hundreds of people. Anyone can be a co-manager by renting/leasing a shelf in one of the 123 "rue" (street),… twitter.com/i/web/status/1…
— Wrath Of Gnon (@wrathofgnon)
7:21 AM • May 8, 2024

One more thing ...

❝

That's why I dropped the “interim” from my title. I'm still called iCEO, though, because I think it's cool.

— Steve Jobs, 2000.

Today’s poll

Who should be Apple’s next CEO?

Results from yesterday’s poll: Did you like Apple's iPad "Crush!" video or hate it?

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