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 When introducing the new M4 iPad Pro models, Apple showed a video of a hydraulic press crushing all manner of creative tools, including musical instruments, electronic equipment, arcade games, paint and brushes, computers, cameras, and more, with the aim of demonstrating how the iPad represents all of the tools condensed into a single device.
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The new iPad Pro and iPad Air — and the internet's reaction to how they've been advertised — may have been the big Apple news of the week, but we're turning our attention to AirPods for our latest deals roundup. More specifically, all four models in Apple's wireless headphone lineup are currently on sale. The noise-canceling AirPods Pro and
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Apple has apologized for its Crush! ad, which sparked a furious backlash among artists, musicians, and other creators. AdAge reports Apple said the video "missed the mark," and it has scrapped plans to run the commercial on TV. The video shows a series of musical instruments and other tools for human expression, including a guitar, drums, trumpet, amplifiers, record player, TV and much more being crushed to "All I Ever Need Is You" by Sonny and Cher. The crusher pulls up to reveal an iPad. Tonally, you could see how it could be misconstrued.
Apple is rumored to have more AI tricks planned for its next WWDC, while this new iPad Pro has a chip that boasts a lot of AI power, all with the looming threat of AI to creatives.
But — and imagine I'm using my indoor voice, here — it's just an ad. However, Apple is such a huge company that it wields a huge amount of influence. And everyone is watching.
— Mat Smith
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