This commercial is all sorts of cringe. Apple CEO Tim Cook -- attempting to promote the newest iPad -- posted a commercial that is getting a lot of backlash for what it portrays.

WATCH and judge for yourself:

Did you get it?

Crushing years of human progress, creativity, and achievements.

We doubt we've seen a more offensive or on-the-nose metaphor.

It's not just you. We feel the same way, and so do many other X users.

Kinda feel that way, too.

Both works.

It really is. And there have been bad commericals out there.

Congrats indeed, Apple.

We wrote about that ad, too.

Doing a bang up job there, Tim.

All of this.

It's so disrespectful.

This writer loves her MacBook.

But she also loves her record player, and video game consoles, and all the things Apple crushed in this video.

Who greenlit this ad? Seriously.

Yes he did.

It made our soul hurt.

That's all it is.

The backlash is pretty darned universal.

They've united us in hatred for this ad.

It's completely intentional, we think. This went through a lot of production before it was posted by Cook.

They're dense, but not that dense.

Nailed it.