@boomzilla I just watched it for the first time (well done social media, you've made me watch an ad!) and... I can sort of see both sides.
I see the intended (by Apple) message and how, yes, the ad is quite fun (well I wouldn't say "fun" but... let's say "not boring?"). OTOH, I also see how the ad pretty much portrays the ipad as destroying all of those things, rather than incorporating them.
I think this is due to the ad visually showing things exploding into unusable pieces. If, instead of that, the ad just compacted all of those into a tinier and tinier space (either by not showing how the items fit into that too-small space, or by making the items themselves smaller, or maybe some other graphical trick of merging them one into another, or something else (*)), I don't think anyone would have any issue.
I think it's really the "bits and pieces of stuff flying around and dripping like some sort of blood" that makes the ad a bit weird.
OTTH, this got even people like me who don't care about Apple to watch the ad, so maybe that's not such a bad one.
(*) while spending all of 2 min writing this message, I had an idea of morphing subsets of the items into various electronic gizmos (maybe recognisable as older Apple ones?), until they all collapsed into the ipad. But what do I know, I'm not a creative in an ad agency...