Is it true that all press is good press, or is Apple's latest iPad ad — involving a different kind of press — a poorly timed misstep that could actually cost Apple the business of AI-weary creatives? 

Because right now, creatives are expressing their distaste at the sight of their tools being cheerfully destroyed en masse in a hydraulic press to make way for a shiny new tablet. It may just be the exact wrong message at the exact wrong time.