Apple Crushes a Piano to Show Off Thinnest Ever iPad

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Apple has revealed its thinnest product ever, the 13-inch iPad Pro. To show off this distinguishing feature, the brand crushed objects down to the new device’s size.

Created in-house, “Crush!” takes a playful approach to product demonstration. Using an industrial-sized crusher, Apple flattened a slew of products meant to represent things the iPad Pro can do, from editing film with Final Cut Pro to digitally painting with Adobe Fresco.

Paint cans splash their contents over a piano right before it’s crunched to pieces, while a collapsing arcade cabinet flashes “game over.”

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Samantha Nelson is a freelance writer for Adweek.