Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV

[Surf Monkey]

… more and more musicians are using the 13-inch iPads as substitutes for paper music in concerts (myself included) - as an organist it allows for layers with different markings/registrations for different venues (which used to be accomplished with fiddly post-it tapes) or orchestras can store layers with different interpretations/bowings of the same piece for use with different conductors. It eliminates the need for annoying page turns, etc. It may not be a romantic or inherently creative use of the iPad, but at the moment Apple is the default that a musician goes to. Apple doesn't want to upset that cart.

EXACTLY. And a good advertising agency would highlight that synergy. You might even call it the intersection between technology and the liberal arts. Apple typically designs and builds products that help people achieve creative goals more easily. There are MANY examples of this aross a wide spectrum of creative pursuits from poetry to sculpture and from dance to architecture. But instead Apple chose to develop an ad from within their bubble that depicts a piece of technology crushing all the things that Apple previously valued as an integral part of their core philosophy. The tools of “the crazy ones.” Objects that those who “think different” love.

Given who leads their internal marketing team and the fact that it’s internal at all instead of an agency tells the whole story. Like Vision Pro the ad is tone deaf, goes against Apple’s core philosophy and is a result of no one internally (Tim Cook) saying “no” to bad ideas.

 

[theluggage]

but reading opinions and thoughts, I get why some people were offended.

I get why some people didn't like the ad, or saw a darker interpretation. It may be commercial art but it's still art - you're not neither obliged or entitled to like it. Even Hugh Grant's comment was a satirical observation that you can choose to agree with agree or disagree with.

...but having and stating an opinion is not the same as taking offence, acting like you've been harmed by it, and responding with agressive language ad-hom attacks. It doesn't justify language like "psychotic" or "tone deaf", it doesn't justify pre-dismissing anybody who might disagree with you as a "fanboy" or "failed to read the room" (again, assuming yours is the only opinion)... and that's just the 'notable' comments in the original story, let alone the subsequent discussion here. It certainly isn't something that Apple should have felt pressured to apologise for.

Anyway, the death of art at the hands of evil technology has been fortold ever since the invention of the player piano, the chemical plate camera and the wax cylinder phonograph - yet it seems to have staggered through. Or perhaps the VHS tape did kill cinema... that would explain why there are so many zombie movies!

 

[grover5]

I commented on this as well. I am sure he could have eventually seen the need for one but he would NOT have shipped something that stuck out of the damn Lightning port. #fail

I definitely agree with that.

 

[bousozoku]

There's a lot of selective memory about Jobs, and people wish Cook was like Jobs in ways Jobs never was, but I will say this: Steve rarely listened to anyone outside his very small trusted circle. And he never apologized.

The man responsible for the Flower Power and Blue Dalmatian iMacs never acknowledged outside opinions on matters of taste. Cook could learn from that.

Many of the people complaining about Apple pulling the video probably wouldn't allow Steve Jobs to sit at the dinner table because he was of Syrian heritage.

 

[rafark]

Why apologize? What's happening to our world? It seems like nowadays, someone can get offended by just about anything, even a simple commercial.

I wonder why folks are being so sensitive about this? I got it, I play instruments, I wasn't offended.

The things people complain about in this day in age, it's ludicrous.

People are so sensitive. They should take a short walk and breathe some fresh air. 😵

There is nothing wrong with this ad.

Yeah, we’re sensitive. But if the ad was a cross being crushed you would be the first to complain. 😒

 

[beanbaguk]

Many of the people complaining about Apple pulling the video probably wouldn't allow Steve Jobs to sit at the dinner table because he was of Syrian heritage.

What the heck has Jobs heritage have to do with anything?!

Gaslighting at its finest!

 

[tywebb13]

Yeah, we’re sensitive. But if the ad was a cross being crushed you would be the first to complain. 😒

Or the Kaaba.

Imagine the outrage if it were the Kaaba being crushed

 

[Surf Monkey]

Or the Kaaba.

Imagine the outrage if it were the Kaaba being crushed

Many musicians and other creatives view their instruments with a similar level of reverence. That’s kind of the point.

 

[Viper2005]

That poor Arcade1up machine 😭

 

[Surf Monkey]

Brilliant ad! Clearly communicated all of the creativity that can fit into a tiny little device. Some people clearly don't have the emotional maturity for it. What is sickening is the way Apple cowers to an immature, self-centered little group of people.

I missed this ironic gem. Thanks.

 

[AF_APPLETALK]

Brilliant ad! Clearly communicated all of the creativity that can fit into a tiny little device. Some people clearly don't have the emotional maturity for it. What is sickening is the way Apple cowers to an immature, self-centered little group of people.

Like something off a teenagers TikTok feed

 

[Surf Monkey]

If you are offended by this ad and actually believe that Apple needed to issue an apology, I would suggest taking a long hard look at yourself and, quite possibly, get yourself checked out for mental issues at your nearest GP’s office.

Once more with feeling:

The only people talking about “outrage” are those of you accusing others of it. The very definition of irony.

 

[Surf Monkey]

Being on here a lot, I see that.

What a weird thing for someone who frequents an Apple site to say.

 

[AF_APPLETALK]

Yeah, we’re sensitive. But if the ad was a cross being crushed you would be the first to complain. 😒

Make it a menorah or Star of David if you want to see people really start to complain

 

[collide007]

I personally also think Apple should change its name and logo. It’s inappropriate to reference Christianity and Adam’s “original sin”. This ignores other religions and is very egotistical on their part. All products should be recalled. At minimum it should be a whole apple without a bite taken out of it.

I know you are being sarcastic, but I always thought the apple was to do with Issac Newton; the notion of ideas and scientific progress. The bite was added because the designer thought it looked better. Also, the Bible just mentions a fruit not what kind.

Edit: Apple's original logo:

 

[beanbaguk]

Many musicians and other creatives view their instruments with a similar level of reverence. That’s kind of the point.

Goodness forbid they go to a heavy metal gig!!! 🤣

 

[bobdobalina]

What the heck has Jobs heritage have to do with anything?!

Gaslighting at its finest!

I like that you're pretending you don't know what they mean and complaining about gaslighting in the same comment.

 

[kalsta]

I’m not offended by this…but the ad does miss the mark.

I think the issue is, the concept of “condensing” all of these powers into the iPad does not translate from these images. Instead, the overwhelming sense is that of destruction of powers/abilities.

There is not a sense that something is being created, and more a sense that something is lost.

Yep, you nailed it.

I wouldn’t say I was offended either, but I certainly didn’t enjoy seeing all those instruments and creative tools destroyed. It felt contemptuous of the arts—the very opposite side of the fence Apple has always claimed to sit on.

 

[Surf Monkey]

Goodness forbid they go to a heavy metal gig!!! 🤣

I know metal musicians who would never destroy their gear, even for a show. Stereotypes aren’t always true.

 

[jccrtv]

Why apologize? What's happening to our world? It seems like nowadays, someone can get offended by just about anything, even a simple commercial.

The public wants to make you apologize for everything. And they want you fired. Then 5 min later they go back to their bag of cheeze doodles.

 

[bousozoku]

What the heck has Jobs heritage have to do with anything?!

Gaslighting at its finest!

I'm guessing that you'll never be able to figure it out. 😆

 

[collide007]

It did make me cringe but because I thought it was wasteful. All those useful things now going to landfill. Some people can't even afford some of those things (like the piano) and Apple just went and crushed it.

 

[Surf Monkey]

The public wants to make you apologize for everything. And they want you fired. Then 5 min later they go back to their bag of cheeze doodles.

That’s what “the public” wants?

 

[beanbaguk]

I'm guessing that you'll never be able to figure it out. 😆

Well smarty pants. Explain yourself then…

 

[crescentmoon]

I guess we're all Trad now... maybe when AI takes over it will be humans getting crushed in their next ad....