A metronome ticks, a gramophone starts playing Sonny and Cher’s All I Ever Need Is You, the lights flare up and it’s revealed that they’re standing among a whole host of artsy and creative objects, perilously positioned between the plates of an enormous hydraulic press. The press gets to work, slowly and dramatically crushing its captive objects until all that’s left, as the plates separate, is the new iPad Pro.
Posting the video on X, Apple CEO Tim Cook wondered aloud, “Just imagine all the things it’ll be used to create”.
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