Anyone who has ever painted anything or played a musical instrument or even dreamed of being a designer, will probably have noticed Apple’s much vaunted new advert for its new very expensive iPad.  Dozens of items in the creative process are physically crushed and destroyed revealing the new thinnest ever iPad in its wake.  The backlash was quick and stinging from many quarters from people who demanded that Apple withdraw the advert. 

Someone who has seen plenty of adverts which metaphorically crush the opposition is our Technology Correspondent Jess Kelly who joined Joe this morning.