Cowering to the overly sensitive crowd for some hidden, subjective correctness is not the way to run a business. This is stupidity in motion.
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Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV
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Tim Cook literally has no backbone.
We see it in Apple's products and PR gimmicks since he's become CEO.
We see it in Apple's products and PR gimmicks since he's become CEO.
It's akin to using a video of musical instruments being destroyed by an industrial press to promote a tablet. It's baffling how anyone could think this is a compelling message.
Unfortunately, many in advertising lack taste and often resort to shock value, seemingly unable to discern the actual message their advertisement conveys—even though that's precisely their job.
To be fair there‘s a massive difference between a guitarist smashing up their Fender and their Marshall amp which cost mere hundreds at best, and which their roadies presumably already have multiple replacements of waiting just offstage, and a violinist breaking their 18th century Guarneri, potentially worth millions, and irreplaceable.
Yeah, bad taste. Absolutely. I guess someone tried to symbolize digitalization but forgot about emotion. The disturbing thing about this is the poor emotional intelligence given that apple is catering to creative professionals. Arguably those would still know about analogous technology and appreciate it. How poor would a live be if it only happened within an iPad
Right. And let’s not forget. The number of bands that can afford gear specifically purchased to destroy on stage is minuscule compared to the number of working bands there are in America. Furthermore, even the big name metal bands seldom destroy gear anymore. Most of them are brand ambassadors for instrument and amp companies.
That isn’t what happened. What happened is Apple made a bad ad that sends a message that rubs their core market the wrong way. They screwed up. Simple as that. No one is being “overly sensitive.” We’re looking at the ad and finding it distasteful.
I don’t think this would have passed by Steve, especially the destruction of music instruments as he was quite passionate about music. He would have crushed useless stuff for sure though. But I guess the message was supposed to be everything is compressed into, rather than scrapping ueseless stuff…
however that compression intent was absolutely lost to excessive joy of destroying things that came across in that video.
Not sure that helps.
What they need is someone with taste at the top. The ads for the AVP are totally dystopian too.
Well, it's not that different from Hollywood not being able to just tell a story, but needing profanity, nudity, and violence instead of good writing.
I wouldn't be surprised if the advert was continually funded by the people who drive from Central Valley to Cupertino for about three hours, while dodging each other on the road. Traffic is awful, people are in their own world, and half-asleep. What happened to people being their best?
The destruction of the musical instruments didn't bother me.
It was the destruction of Space Invaders. I love old arcade cabinets. It was like destroying history.
Especially because Apple has not allowed emulators until very recently.
I find the iPad to be a device with great potential, but mostly useless because of how locked down it is.
I do consider this ad to be an accurate representation of the post-Jobs as well as the post-Forstall era of Apple.
It was the destruction of Space Invaders. I love old arcade cabinets. It was like destroying history.
Especially because Apple has not allowed emulators until very recently.
I find the iPad to be a device with great potential, but mostly useless because of how locked down it is.
I do consider this ad to be an accurate representation of the post-Jobs as well as the post-Forstall era of Apple.
No one appears as overly sensitive as those who constantly lament the supposed sensitivities of others.
It's worth questioning whether it would be sensible for a company like Apple to yield to the demands of the tasteless by spending millions on airtime of this travesty.
When an ad agency screws up they can be fired and replaced. An ad agency is made of professionals whose job it is not to make the kind of mistake this ad represents. Until Tim Cook took over Apple had long standing relationships with several agencies and it was very fruitful for them. Cook pulled the account in house and it’s been a downward spiral ever since. Yes, Apple needs someone with creative vision and good taste in the CEO job. But they also need outside eyes to develop their advertising. I worked at several large ad agencies over the years and even THEY don’t do their own campaigns. They hire outside because they know they’re too close to the product to get it right.
I’m so confused. There was nothing wrong with this commercial.
This is an insightful point. It's possible the ad isn't a mistake but rather strikingly accurate. Tim Cook’s Apple might indeed be as mirthless as the ad portrays.
This commercial would have been much better if, instead of destroying musical instruments, they destroyed all the physical photos of people's cats with a hydraulic press. You don't need physical photos, because it's all on your iPad. Bonus points for putting their cats on there as well. You no longer need a real cat, you can replace it with a virtual cat.
I thought the ad was great. It was a little like, what is going on, why are they crushing everything, as it was happening, and then when it opened back up and the iPad appeared, totally got what it was about then. I don't get why people are upset about it though.
I've known many more ads that are upsetting compared to this one, but I guess no one cares since those ads are not made by Apple.
I've known many more ads that are upsetting compared to this one, but I guess no one cares since those ads are not made by Apple.
They should have hired Rick Moranis with a shrink-ray trying to make the "worlds most portable collection of creative inspiration." Hijinks happen, some stuff gets big, some stuff gets small, chaos, all of a sudden BOOM all that is left is the iPad and shrunken Rick Moranis who, even in his tiny state, is able to pick up and cary off the iPad because it is so thin and light.
Scene. Cut it. Print it.
All online outrage warriors will turn nostalgia ninjas and rave about it.
Scene. Cut it. Print it.
All online outrage warriors will turn nostalgia ninjas and rave about it.
The whole idea is outdated and poorly executed. We’ve known about device convergence for decades. We’ve known about Garage Band and Arcade and all the other things Apple hints at in the ad. It’s the kind of commercial that little companies make, not Apple. Instead they should be talking to their core consumers with some level of respect and maturity when announcing a product aimed at a specific segment.
Sigh… People are watching it wrong 😑
I'm a bit shocked that Apple apologises for this. I feel very sorry for the team who worked hard on this ad.
I'm a bit shocked that Apple apologises for this. I feel very sorry for the team who worked hard on this ad.
Leaving my tiny opinion in this sea of points of view.
I’m behind both sides… yes it’s a bit cringey, personally I found it bad taste (and I’m quite the least politically correct person amongst all my peers and family members), but also to have to bend over and apologize? That’s too damn much.
For those saying that people are too sensitive and watching it wrong, yes, it’s true that people are overly sensitive now but what I find is that the message would probably be better with less destruction and more “accumulation”, maybe “magical” packaging or the “shrink rays” ideas mentioned in comments above.
In this world of “no waste”, climate change fears, push to being as efficient as possible (even if the solutions end up being less efficient and less climate friendly, the optics is what people seems to pay attention) showing the destruction of instruments and gadgets (in a borderline violent way for some) definitely came out unfriendly and unpleasing to the eye and what the iPad/art/creativity stands for.
I’m behind both sides… yes it’s a bit cringey, personally I found it bad taste (and I’m quite the least politically correct person amongst all my peers and family members), but also to have to bend over and apologize? That’s too damn much.
For those saying that people are too sensitive and watching it wrong, yes, it’s true that people are overly sensitive now but what I find is that the message would probably be better with less destruction and more “accumulation”, maybe “magical” packaging or the “shrink rays” ideas mentioned in comments above.
In this world of “no waste”, climate change fears, push to being as efficient as possible (even if the solutions end up being less efficient and less climate friendly, the optics is what people seems to pay attention) showing the destruction of instruments and gadgets (in a borderline violent way for some) definitely came out unfriendly and unpleasing to the eye and what the iPad/art/creativity stands for.
I thought the ad disturbing. Disturbing to me because of the cute, apparently sentient characters in there being squashed to death, and being aware of their impending demise.