Creatives, a core Apple market, are reacting negatively to this ad. As I said in another comment on the matter, Apple should have shown some kind of "Apple Beam

Creatives, a core Apple market, are reacting negatively to this ad. As I said in another comment on the matter, Apple should have shown some kind of "Apple Beam" or something similar shrink the items down to fit into an iPad. Then a voiceover could announce all that creative power is now in your hands. I make my money by creating software, but I'm a musician and photographer outside of the office. Even I was wondering why Apple was showing all these things being destroyed. It looked like the crushing of the human spirit - which is not what you want to be selling. Yeah, I "got it" at the end, but why start the ad with such viscerally negative destruction? Those viewers are going to associate that disgust with Apple.