Just before this year’s World Wide Developer Conference debuts Apple has released a new ad for the iPad Pro. It’s probably the one it should have released in the first place, instead of the now infamous Crushed ad. It’s better than the previous ad in a lot of respects. Certainly it better shows off the iPad Pro’s capabilities, but I’m not sure it’ll ever erase the crushing response from that first ad. 
You’ll remember that furor visited on Apple after releasing Crushed featuring all sorts of musical instruments and other creative tools being crushed by a hydraulic press into an iPad Pro. I for one wasn’t that upset about the ad, but quite a few folks thought Apple misread all sorts of rooms and moments. Given how the creative classes are a bit squeamish about AI possibly replacing artists and crushing the human element out of the act of creation it lit a spark that eventually led to a rare Apple apology.
This new ad shows off what the new iPad Pro’s can do featuring three different artists creating three different backgrounds while actress Sofia Wylie dances around in front of a green screen. Even the Apple Pencil gets some screen time.
Here’s the new ad called Worlds Made on iPad. Better to make than crush.
You can find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome.
Life on the Wicked Stage: Act 3 