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

[Channan]

Actor Hugh Grant referred to the ad as the "destruction of the human experience,"

Well he is an actor. It’s his job to be dramatic.

 

[Kissmo1980]

Soon we will have to appologize on TV for sneezing in public.
What a world we live in.

You don't like the commercial and the company, don't buy their products.

Let's make the world world bubble protected because I am afraid to get out of the house.

 

[jakey rolling]

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

And then you have people who get offended by people getting offended at things. It's like an offensive moebeus strip.

 

[RevTEG]

I don’t mean to be insensitive, but I thought that it was a brilliant transition. I even screen recorded that part and sent it to a few people Just after the event. 😅

 

[mrat93]

The ad was highly offensive to me because they introduced it with:

Today, we’re not only gonna push the limits of what you can do on iPad — we’re gonna crush them.

I can’t think of much that the 2024 iPad Pro can do which the 2018 can’t.

 

[jb310]

I guess whoever came up with this ad must feel pretty crushed at all the backlash? 🤪

 

[calimed]

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.

 

[DHagan4755]

When I first saw it I was like, “Wait, why?” That sentiment was fleeting though. “Ohhh they smooshed it into the thinnest iPad ever.” I quickly moved on with my life. I wasn’t offended.

 

[jz0309]

Now if all those people who complained would stop social media and genAI, then we would get something good out of this

 

[marcmartineau]

Sensitivity had increase by an exponential factor within approx the last 5-10 years... People should get a life and move on ! That's a GREAT add ! What will happen to the 1984 add where the lady chushes a sledgehammer in the screen ? Violent ? She crushes a screen and everybody will be upset ? Makes me laugh sooooo hard ! ! !

 

[Attirex]

OUTRAAAAAAAAAAAAAAGE.

I can see the message Apple was trying to get across and I doubt their intent was malicious or authoritarian, but I think the execution was poor and a little, well, in your face. Ah well.

 

[munpip214]

Just watch it in reverse. That would’ve saved it.

 

[bscheffel]

So when they played the ad during the Apple Event I didn't have a strong reaction, I got the metaphor, and didn't really think much about it after. Not sure if you have seen but someone edited a version of the ad in reverse so it starts with the iPad and shows all the items getting un-destroyed. I will say that watching it in reverse "felt" better and was a bit more inspiring (thought the original ad is still fine). Maybe Apple could play that version but my guess is that they will cut their losses and move on.

 

[rm5]

I was a little put off by that ad, honestly. In fact, I completely disagree—the iPad is NOT a replacement for all of these tools. I think that was distasteful of them. There are many other ways they could have portrayed that.

 

[kevcube]

twitter users strike again

 

[arkitect]

Great.

It was a genuinely ****** ad.

No idea who OKayed it…

 

[Eriamjh1138@DAN]

Apple should do a take on this:

 

[sw1tcher]

This ad is very similar to one of the earliest ads promoting Pokemon back in the 90s, and you could argue that one was much darker since it was cute little critters that got crushed in a bus by an actual psychotic looking driver.

People these days need to get offline and touch some grass.

Smoking some might be more beneficial 🤷‍♂️

 

[MrPiper415]

Its just a metaphor, ya'll sensitive

A metaphor for how creative arts are crushed by the monolith that is Silicon Valley.

I agree that people shouldn’t be offended by this - that would be ridiculous - but it’s an extremely clumsy ad, and I find it baffling that no one internally raised concerns.

 

[me Matty83]

Bloody hell. When I saw this in the unveiling stream, I was quite impressed with it. People just want to complain nowadays and are way too sensitive. Apple shouldn’t have apologised and they should air the ad.

 

[DFierce]

I'm a creative. I wasn't offended.

 

[Antes]

That they apologized over this harmless ad is wild.

 

[Surf Monkey]

I liked it and cringed at the same time. I get the idea but Apple should know how sensitive people are these days

Apple’s traditional customers are creatives. They should have known that this ad would rub them the wrong way. It’s a horrible ad and another example of the downstream consequences of a CEO that isn’t interested in creativity or design.

 

[trip1ex]

"symbolizes everything everyone has ever hated about digitization."

That sums it up perfectly.

 

[organisum]

I can see where replacing artists with AI for the recent version of Logic without, first, properly optimizing Logic for a person... Could be a dealbreaker. Come on, one processing thread for live processes. Flippin' lame!

Things that should have gone in that press...


1. That old Mac that would have the hard drive crash when the speaker sounded, because the speaker was too close.
2. The Blue and White G3.
3. Titanium Powerbook.
4. Mid-2011 MacBook Pro.
5. Hundreds of thousands of dead eMacs due to bad capacitors.
6. Any G5.
7. First Intel MacBook Pros/space heaters.
8. 2015 MacBook Pros with bad betteries
9. MacBook Pros with "stagelighting" effect.
10. MacBook Pros with bad keyboards.
11. Jony Ive