The company whose products most people can’t live without just made a huge marketing mess. They released an iPad ad that was more of a horror show than an actual product unveiling.

If you’re a musician like me, you might’ve watched in agony how they crushed those poor instruments as they were trying to exterminate the arts. All of this to the tune of Sonny & Cher’s “All I Ever Need is You” (talk about cognitive dissonance).

Here’s what this abomination looks like.

The new iPad Pro is the thinnest yet, but it’s been stripped of everything valuable. Tim Cook, Apple’s CEO, calls it a tool for creation while simultaneously showing it annihilating the very instruments of creativity. Ironic, isn’t it?

It seems like the iPad is crushing every artist's dreams instead of bringing them to life.

How could they have missed the essence of art so much?

It seems the ad is a metaphor for how Silicon Valley views creativity and the arts. Crush the old to make way for the new, but at what cost? Instead of creating a fusion between tech and the arts, Apple showed a huge disconnect with humanity.

We need more beauty, more art, more understanding, and tech needs a human experience, not the other way around. Let’s build up instead of crushing down.

But wait a minute, doesn’t the ad look rather similar to LG’s ad from 2008?

Come on, Apple. We expect more from the brand that told us to “Think Different.” There’s a fine line between inspiration and imitation.

It was an easy fix

With just a small tweak, Apple could’ve made a huge difference. Here’s how Delphian, a classical record label, attuned to Apple’s sin.

Apple, next time you want to show off your new product, remember: the arts aren’t your enemy.

They’re your opportunity to inspire, not expire.

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