Clay sculpture of Tim Cook crushed by hydraulic press in response to Apple’s infamous iPad ad
Tom Sykes
Posted On 14/06/2024 
Clay sculptor Adam Beane has shared a video on Instagram of a detailed sculpture of Apple CEO Tim Cook being crushed by a hydraulic press. This piece responds to Apple’s controversial Crush ad for the new iPad Pro, which showed a hydraulic press destroying various creative tools to suggest the iPad could replace them, sparking backlash from many viewers.
The ad, titled “Crush!”, showed a hydraulic press destroying various creative tools to demonstrate that the iPad could replace them all. After widespread backlash, Apple marketing VP Tor Myhren admitted the ad “missed the mark” and announced it would no longer air on TV, though it remains on Apple’s YouTube channel.
In the video, Beane’s highly-detailed Tim Cook sculpture is flattened like dough under a rolling pin, similar to how the ad crushed creative tools such as paint and brushes.
On Instagram, Beane said, “For the first time in history, humans are losing literal touch with the means of creation and self-expression. We’re letting computers simulate for us more and more of the things that make us human—literature, paintings, music, conversation, companionship, even romantic relationships.” He added, “I think he would agree with me that computer technology—driven by capitalism without conscience—is now more like a runaway bus, and we all have no choice but to ride. I think the fare is our humanity.”
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