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.

2024 has probably been the worst year for Boeing‘s reputation since the company was founded almost 80 years ago. A door blew out mid-air in January and only this week it emerged that safety inspectors at the planemaker didn’t carry out their work on the new 787 Dreamliner aircraft.

On top of that the BBC has spoken to whistleblowers outlining corners being cut at companies which supplied Boeing. And the business correspondent who has been across this story for months is the BBC’s Theo Leggett. Theo spoke to Joe this morning on the show.

Aidan Donnelly from Davys joined Joe this morning to run through the main business stories this morning.