Apple has a history of producing clever and well-made ads, but their latest 'Crush' ad has received criticism for depicting creative tools and analog items being physically crushed into the form of an iPad.

Apple has apologized for the ad and decided not to air it. Their VP of Marketing, Tor Myhren, stated to Ad Age: 'We missed the mark with this video, and we’re sorry.' Many, myself included, had a negative reaction to the ad, sparking a discussion as to why.

The issue isn't simply about watching objects being destroyed. What's depicted in the ad is similar to content found on various video channels dedicated to crushing or destroying items. The problem lies in the underlying message of the ad, not the actual act of destruction.

The ad implies that the physical objects being crushed hold no value, which is not necessarily true. While some items may seem disposable, they still represent the tangible and real aspects of the world. This perspective of disregarding the value of physical objects is what many find unsettling about the ad.

The belief that everything can be replaced or replicated by Apple's technology is seen as devaluing the importance of physical objects and the experiences they provide. This attitude is concerning to many individuals, as it promotes a future where real-world items are replaced by digital alternatives.

Apple's ad reflects a vision of a future where traditional objects like instruments, books, and art supplies are deemed unnecessary in favor of digital devices. This shift towards a solely digital existence may have positive aspects, but it also raises concerns about the loss of tangible experiences and objects in our lives.

Ultimately, the ad serves as a reminder that the real-world objects and experiences that Apple seeks to eliminate are what give value to the digital versions they promote. While both have their merits, the ad's message of prioritizing technology over physical objects may not resonate with everyone.

Apple's 'Crush' ad provides a clear insight into their vision of the future, and individuals are encouraged to reflect on whether this aligns with their own beliefs and values.