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Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV
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Well... a few social media pundits said that, then their followers loyally agreed with them, then the "traditional" media noticed and decided it was news (because they're terrified of being made obsolete by social media) and announced it to the world - at which point millions of people who hadn't watched the launch saw it out-of-context under a headline which already told them that people were upset. Thus is the tyranny of social media.
Whether a significant proportion of Apple's actual target customers were upset by the ad is not in evidence. It's interesting that the first page or so of this thread is mostly people broadly supporting the ad (or at least objecting to Apple being forced to apologise)...
There is far more outrage and sensitivity over Apple pulling the poorly conceived ad than there was about its initial flaws.
Nothing offends the tasteless quite as much as being told they lack taste.
The apology itself seems misguided. What exactly is being apologized for? Stating plainly what they believe? According to Apple, the iPad replaces all traditional objects—from musical instruments to old arcade games—compressing them into a single slab of glass and technology.
The irony is that this new iPad doesn't perform these functions significantly differently than previous versions have over the last decade. But it is a millimeter thinner.
It's a freaking commercial! If an ad for an iPad makes you feel depressed, worthless and powerless, you have other problems that are more important to address than this ad and you should seek help. Seriously!
Your response seems quite intense. Accusing others of having mental health issues over their reaction to an ad, complete with multiple exclamation points, suggests you might be the one who's overly sensitive here. Many people recognized that the ad was poorly thought out, conveying a message Apple itself decided was inappropriate. It's clear Apple acknowledges this—why can't you?
Maybe it’s worth considering if your strong reaction is clouding your judgment.
The outrage over the outrage is utterly hilarious.
So a piece of art can't possibly elicit any negative emotions in anyone but the mentally ill? I guess we really should just crush all those instruments.
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Perspective-taking is a critical social and professional skill…regardless of one agrees or disagrees with it.
When I first saw this ad in the event it seemed to clear to me that the implication was that the iPad has all these artistic capabilities and is the result of combining all these instruments of art together. I didn't see it as suggesting that the iPad replaces all these obsolete objects, and art is crushed under the oppressive weight of Big Tech. But that seems to be the majority interpretation, and Apple apparently didn't see that coming, which is probably the most unbelievable thing about this controversy.
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I think tech will replace much of analog for the masses, but will remain as a important to a high end segment that wants the tactile input and output, for few cavemen such as us who are nostalgic, as well as a cool factor item for a broader audience.
For example, vinyl records. Of course, for many it will be this new thing, as one Gen Z'r told me "They have this cool new way to play music, called vinyl." to which I replied, let me show you my 70's vintage direct drive turntable and amp...
The ad literally shows a hydraulic press crushing musical instruments, which splinter and crack under the pressure, along with emoji objects whose eyes pop out as they face their doom. Paint splatters and a cloud of dust are all that remain. This isn't about interpretation; it's a straightforward depiction that anyone would describe in the same way, to someone who literally couldn’t see it.
The notion that this symbolizes Silicon Valley's dominance over traditional arts isn't even necessary to see why the ad might be ill-advised. It's a stretch to think that Apple views a trumpet or an old Space Invaders console as competition. The imagery alone—so visceral and destructive—was not the best choice, irrespective of any deeper meaning.
I think for consumption, yes. For creation, not so much. Synthesisers have not replaced pianos, any more than saxophones replaced clarinets (although that was Aldolf Sax's aim). In many cases musicians have rejected some of the technological gains in preference to older technology - an organ from the early 20th century would have electro-pneumatic action to assist in the opening of the pipes. However you will find that any new organ built today is likely to have pure mechanical tracker action, albeit using lighter more modern materials in many areas. No electronic sampler or synthesiser, no matter how good, can replicate the subtleties of someone playing a violin. I'm speaking about music because that's my area of expertise, but I'm sure the same holds true for the visual arts for instance - the iPad and other drawing tablets are great tools, and can do things that would be very difficult to do with oil on a canvas. But I doubt you can replicate the subtleties of an oil painting with a computer.
Well sure, I think some are simply reacting to the image of watching objects being crushed and it could've been any objects, and it wouldn't have been pleasant to watch and the reaction would've been the same. But I don't think there would've been quite this level of negative reaction without the implications and the interpretation (the type of objects being destroyed matters--a bunch of scrap or garbage wouldn't have elicited the same response as that of perfectly good instruments). Those videos of objects being crushed or being fed into those grinder machines that can destroy anything are popular on YouTube, and that seems to be why Apple chose this particular imagery. But what they thought was clever and cool was viewed by most as off-putting and disturbing.
I found it offensive. I grew up in Japan and we don't treat our tools lightly. It's similar to how US soldiers (as well as other countries) treat their uniforms. With the utmost respect.
There it is.
Now where are all the people who moved the goal post from "no one is offended" to "no one *on MacRumors* is offended"? lol
It was an ill conceived AD that shows a tone deafness we've rarely seen from Apple and it's a bit jarring.
Apple have always been very measured in their communications and especially in advertisements.
Having something like this get all the way through from concept to execution to release without some alarm bells going off internally is fairly worrying about the state of things inside the company honestly.
We used to just miss the Product Editor (Steve) ... now we are even missing a tone, direction and taste editor.
The "Apple" just keeps getting farther from the tree we all loved.
Apple have always been very measured in their communications and especially in advertisements.
Having something like this get all the way through from concept to execution to release without some alarm bells going off internally is fairly worrying about the state of things inside the company honestly.
We used to just miss the Product Editor (Steve) ... now we are even missing a tone, direction and taste editor.
The "Apple" just keeps getting farther from the tree we all loved.
I think Apple should submit this ad for 2024 Emmy for outstanding commercial. I think it will win.
Have you seen where a lot of the backlash has been coming from?
Do you know who votes for the Emmys?
These snowflakes drives my gears…
This ad was great
This ad was great
Nobody upset is a "snowflake"
Why use terms like that?
It's got a negative connotation to it