You’ll own nothing and Apple will like it

Apple released a controversial new ad last week that it apologized for a mere 48 hours later. The ad, released on X, features a large collection of artistic items, including paints, a trumpet, a statue, a piano, books, and an acoustic guitar, stacked between the cold steel of an enormous hydraulic press.

As the machine slowly crushes these artifacts of human creativity, the song “All I Ever Need Is You” by Sonny and Cher plays in the background until everything has been flattened. Then the ram of the press moves back up away from the bed, revealing the new iPad Pro.