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Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV
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This ad wouldn't have existed if Steve was still alive...
You’re right, they wouldn’t have. I’m all good if you think Apple issuing this statement and pulling the ad is ridiculous, as long as you’re blaming Apple for their reaction, and not a bunch of twitter users for daring to have criticism for a piece of media.
Celebrity: "I'm offended; this ad is distressing."
SPJ:"WGAF"
Literally true since Jobs would never have fired Chiat Day and put the E-Trade baby guy in charge. Because Jobs understood design. Tim doesn’t.
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Could be because the majority are sick and tired of the minority controlling things.
Probably one of the most honest Apple ads of all time as it shows their actual view of artists. They want to crush actual creativity and commodify the process with 'tools' that do the heavy lifting of creativity for the end user. So the end user can pretend to be a musician without knowing the first thing about music and without putting in the tens of thousands of hours it takes to master an art. A clueless company that becomes more and more out of touch by the day. Fortunately, many of their pro apps are still useful to actual artists. But what I think is despicable is the attitude that anyone with an iPad is suddenly an artist. No. No you are not.
Except for producing and airing an ad that completely misses its target market by presenting images that suggest the squashing of creativity by technology, not the creation of it with a new iPad. As we’ve already pointed out MANY times, the audience for this ad was creative professionals. That it doesn’t connect with them is a significant data point that Apple would be foolish to ignore.
A lot of the posts on here complaining that people are being oversensitive attribute the offence to the "twitter brigade", or people being "woke", further saying "if you don't like it, don't buy their stuff". Allow me to paste below the post I put on Appleinsider about this yesterday, which demonstrates that Apple should have known better, it's not a new thing, and other companies who stuck with adverts of this sort in the past did find it hurt their bottom line with musicians:
For those of you saying that the "creatives" are overeacting: as a musician I can't explain how repulsed I was by that ad - musical instruments are more than just tools, they are in many cases true works of art - good stringed instruments for instance tend to be hundreds of years old, unique, irreplaceable. When you play them they become an extension of you, something that you don't just hear, but feel with your whole body. I understand the message of course, but it's (figuratively) tone-deaf. It's as if Elmer's glue decided to advertise how great their glue was by showing us a whole lot of horses willingly walking into an abattoir.
Am I exaggerating? Well, let me share with you an anecdote.
In the 1980s and 90s in the UK there was only ONE musical instrument insurance company: Allianz. They were superb - reliable, good value, and with an excellent reputation. Then they ran a series of adverts in concert programmes, showing destroyed instruments, purporting to show why you should make sure you had proper insurance. Professional musicians, despite the fact that Allianz were the best insurer, left them in droves, because their adverts were so distasteful. Arguably even today they have the best insurance policies for instruments in the UK, but even 30 years later, their market share hasn't recovered. Even the UK Musicians Union does not recommend them, but partners with a competitor, of which there are now many in the UK, where there used to be none. Whether you consider that rational or reasonable, it's how it is: musicians care about their instruments more than almost anything. A professional classical musician will easily spend close to a 6-figure sum for their instrument (and some will spend well more than that), but unlike a computer they will reckon it will last them their lifetime and well more. Beyond the actual monetary value, this is something you are holding and producing music with for 8 or more hours a day, every day. It's part of who you are. Destroying one in an ad for an ephemeral and comparatively ridiculously cheap iPad, whether CGI or not, is a major faux-pas.
F!@#, im sick of society getting up in arms about literally anything at all. This is beyond ridiculous. Disappointed with Apple for pandering to these imbeciles.
The point was that Apple took all of these great things, and made a compact, great tool for the people those objects applied to, to use. How that was missed is beyond me.
The point was that Apple took all of these great things, and made a compact, great tool for the people those objects applied to, to use. How that was missed is beyond me.
I miss a MacBook in this Ad. But maybe they add it at WWDC, when iPads are finally allowed to boot macOS.
Imagine Microsoft making an ad that thumbs its nose at business professionals.
Wimps. Never give in to the outrage monkeys. Especially over something so stupid.
Steve Jobs had actual musicians performing at live product announcements and always put the art ahead of the product. These tools at Apple today put the product ahead of everything and couldn't give a flying F about actual art or artists. Everything art-related to Apple of today is just a soulless commodity with no real lasting value. I say that as a performer who regularly uses their Mainstage and Logic Pro apps. Love their products but not the attitude. I miss the days when Apple was a niche market that actually tried to think differently.
Again, we get the point of the ad. The problem is that it’s a bad ad. It sends the opposite message than what was intended.
Bingo.
Steve showed people using the products; Steve showed how the products were tools to humans.
This thread reminds me of when someone would make a bigoted remark to me and I would be upset and someone said "Oh, you're being too sensitive!", even though it was clearly bigoted.
it pisses me off because that was all perfectly good stuff they went out and bought and destroyed. Only a multi trillion dollar company would think that's cool.
Well you're definitely right about their target market being a bunch of pretentious, virtue-signaling 😿ies with too much time on their hands who are easily offended by everything and call themselves cReAtOrS 🥴
It's times like these that I really miss Steve. If he were running things he would've said to these adult toddlers something along the lines of "Fine, if a little fake video bothers you so much then maybe you should go buy a Surface Pro instead. I think we can weather the storm of losing 50 iPad orders."
What was the response when Steve said "you're holding it wrong"?