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Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV
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It seems like you're quite sensitive to criticism of the ad, viewing it as an attack on something you value. Apple itself decided to pull the ad, as they recognized it did not convey the right message. Your strong emotional response and frustration towards those who didn't like the ad is clouding your ability to see why it was pulled.
2004 called, it wants its stupid insults back 🙄
I was so turned off of Apple's add, so I decided to skip to buy an iPad Air, for now.
I have long disliked Tim, but haven't had any real criticism to go with that, except raising prices.
But now I have. I'm not in an immediate need of the iPad Air.
Sooner or later I suppose I will buy a new Air, but not without joy, and it's not there now.
I wait for the fall, and see if I have a better feeling, if not….?
Might take a look of what exists outside the Apple garden?!
If no new iPhone Mini comes either, which I doubt, there's another reason as well.
I have long disliked Tim, but haven't had any real criticism to go with that, except raising prices.
But now I have. I'm not in an immediate need of the iPad Air.
Sooner or later I suppose I will buy a new Air, but not without joy, and it's not there now.
I wait for the fall, and see if I have a better feeling, if not….?
Might take a look of what exists outside the Apple garden?!
If no new iPhone Mini comes either, which I doubt, there's another reason as well.
You two clearly have reading comprehension issues. I responded to someone who claimed people were feeling depressed, worthless and powerless, which anyone would tell you is more than just a negative emotion. Feelings of depression and worthlessness are serious issues, do you not agree? The ad wasn't that bad. If a normally mentally healthy person suddenly is depressed and has feelings of worthlessness after watching the ad, then yes, some help is suggested.
I might also point out that many people thought there was nothing wrong with the ad, probably more so than those who became depressed and felt worthless. Apple was wrong to cave in my opinion. Just another sign of the minority controlling the narrative.
We don't really know the full "why" on them pulling the AD
It's very possible they had enough internal negative reaction and that alone was enough for a re-think
Apple are a massive company and the vast majority of folks working there have no advance knowledge of products or marketing campaigns
You're being culturally insensitive. Different cultures are allowed to have different way of thinking about things.
The sensitivity to watch out for is the shareholders’.
The "Crush" ad isn’t even a new idea—it closely resembles a similarly ill-conceived ad by LG from a decade ago. Other recent Apple campaigns like "Mother Nature" have also missed the mark. And the entire AVP marketing approach coming across as dystopian and reminiscent of "Black Mirror" to anyone but the most tech-positive enthusiasts. It seems that Apple's marketing has lost its direction.
Moreover, the iPad in question doesn't really offer any new functionalities for making music: it's a millimeter thinner, and “faster.”
While Apple remains a highly regarded company and is likely to continue as a powerhouse for decades, there are signs that its public image might be approaching a critical juncture. Despite their constant push to tout their environmental sustainability and diversity, the company's recent missteps in advertising could signal a shift in public perception. It's becoming increasingly clear that Apple may need to reassess its strategy to maintain its traditionally positive standing in the eyes of the public.
It seems you're particularly sensitive to the idea that Apple should not have withdrawn the ad. Why is that? Is it unsettling to think that your perspective on the ad might be in error due to lack of taste, or that you might not fully appreciate why many found it objectionable?
It's understandable if advertising critiques are not your area of expertise, and it's okay to be detached from the emotional impact of certain ads. However, consider whether it would really be prudent for Apple to aggressively promote an ad that has already proven divisive. Would investing heavily in a controversial ad campaign reflect a reasoned business decision, or might it suggest a reactive stance to criticisms that have struck a nerve?
If they use shareholder sentiment as the primary guiding concern, they will turn back into the company Apple was when it almost died..
Which I do actually worry about
Feels like we are heading there ... and well down that road already
Nope.
In the post you quoted, I'm simply pointing out that people found it offensive, as others on this forum have said no one is offended by it. They were wrong.
"Yes" you were being culturally insensitive in direct reply to someone
It's right in the words
Your certainty that the ad is not offensive stems from a lack of cultivated taste, which is actually quite common since true taste is rare and requires careful development.
It can be challenging to recognize this within ourselves, especially when our emotional reactions cloud our judgment. You do not see the issues others find in the ad because you're not attuned to the subtleties that contribute to what is considered tasteful. It’s okay to lack taste—it’s just a hard thing to accept.
I definitely felt like something was off while watching the ad. The destruction of all those props was difficult to watch, never mind the emotional attachment to the plight of the mannequin and the squeeze toy as they wait to be crushed to death. I'm glad I wasn't alone in feeling this way and that they're not going to run it. The optics are just really tone deaf.
For those crying "snowflake" or "touch grass" -- is it so hard to fathom that something you think is acceptable has touched a nerve in other people? This outcry didn't come out of nowhere; people were clearly affected by this -- if not the visuals then the implications of what was being destroyed in an age where AI seems to be taking over everything artistic. Maybe you should be asking yourself why YOU weren't more outraged by it.
For those crying "snowflake" or "touch grass" -- is it so hard to fathom that something you think is acceptable has touched a nerve in other people? This outcry didn't come out of nowhere; people were clearly affected by this -- if not the visuals then the implications of what was being destroyed in an age where AI seems to be taking over everything artistic. Maybe you should be asking yourself why YOU weren't more outraged by it.
People who dismiss concerns about the ad seem to have a strong emotional connection to Apple, leading them to view any criticism as an unwarranted attack on a beloved brand. This connection makes it hard for them to objectively evaluate the criticisms.
Additionally, those who weren't moved by negative emotions when watching the ad might feel a sense of inadequacy upon realizing others were offended. This suggests a lack of artistic sensitivity, which is plain to anyone with even a modest appreciation of the arts. The fact that very few people are directly involved in the arts compounds this issue, making it difficult for them to understand what they're missing.
Furthermore, Apple’s internal culture, especially because the ad was produced in-house, reinforces a mindset where self-criticism is absent, and external feedback is ignored. This echo chamber is detrimental to their branding as it prevents the company from acknowledging and correcting clear missteps before going public. Clearly they didn’t have one person on-set asking “wait, are we the baddies?”
who thought this was a good idea?!
I did, just cry babies always looking to get offended, companies don’t want bad PR and it just makes the woke moment look even more weak now
It's a naff advert. It's not offensive, it's just plain bad.
Apple's new AI marketing bot?
I wonder if Apple knew this would cause a stir and put it out anyway lol.
an ad showing people’s creativity/livelihood being CRUSHED into a $1k+ tablet in THIS day and age… you could smell the backlash coming.
an ad showing people’s creativity/livelihood being CRUSHED into a $1k+ tablet in THIS day and age… you could smell the backlash coming.
I mean, I can see why people could be upset, but I think the way people are reacting is a bit extreme. Or maybe not. Tensions are so high these days. I always cringe uncomfortably when I see instruments being destroyed. I play piano and guitar and enjoy many of the various things that were crushed. The point of the ad was that you can paint, draw, compose music, and do all kinds of things with the iPad. It doesn't replace artists. It just gives them another way to create. It doesn't replace the piano or guitar, it lets you plug them them into the iPad to compose music, although you are free to use piano and guitar sounds in Logic, Garage Band, or many of the other music composition apps available. There's options. It's a tool that can do many things. Obviously you can't paint your house with an iPad, that isn't the point. They could have definitely done this in a better way, though. I don't like seeing cool things being needlessly destroyed. I mean, I'd rather that piano or guitar or whatever be given to someone than be crushed. One time, my buddy showed me a video of his family blowing up their grand piano because nobody played it. I was like dude, I would have happily put that in my living room. The cute things waiting to be crushed was also weird.
This commercial probably wouldn't have bothered anyone 10 years ago, but I think you're right about the AI angle. It's probably one of the main reasons people are upset, especially with all the talks surrounding Apple and AI lately.
Yeah. I can understand that. The more I think about it, the more I realize this ad is garbage.
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I honestly really didn't like the ad. Then again, I'm not into waste and destruction. iPads should enhance creativity, not squash it.
Is it worth pulling? That's a good question. If enough people are turned off by it, then yes. The whole idea is to improve sales, not to upset the target audience. Whoever decided the ad was a good idea really didn't think too long and hard about it.
Is it worth pulling? That's a good question. If enough people are turned off by it, then yes. The whole idea is to improve sales, not to upset the target audience. Whoever decided the ad was a good idea really didn't think too long and hard about it.
Would have preferred if Tim Cook apologised for the cringe "Mother Earth" skit.
Nothing will ever diminish the human experience and human creativity!
This is truly a case of intent and perception
Apples intent was to create a cool graphic while people perceived it as diminishing the human experience
Sometimes we have to look at things the way they were intended not to read scenarios into them
This is truly a case of intent and perception
Apples intent was to create a cool graphic while people perceived it as diminishing the human experience
Sometimes we have to look at things the way they were intended not to read scenarios into them