Apple's New iPad Ad Leaves Its Creative Audience Feeling … Flat

In Apple's new advertisement for the updated iPad Pro, a series of creative items including a trumpet, paint cans, and a piano are dramatically flattened by an industrial compressor. This visual metaphor emphasizes the new iPad's extreme thinness. CEO Tim Cook introduced the "Crush" ad following an event announcing the new tablets, highlighting the iPad Pro as Apple's thinnest product yet and a tool for creative possibilities.