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

[FineWoven]

Oh it’s worse than that, because I disagreed with some of his posts here he decided to look up my profile and put a laughing face reaction to a load of my old posts, truly pathetic how much he cares in fact. 😆

WHAT 😂 Jfc that is beyond pathetic

 

[Poisednoise]

I'm in full agreement with you all. The ad complainers and evne the apology is just ridiculous. I didn't even SEE nor HEAR of 1 complainer before this thread even began so how did Apple even hear about them and their complaints?

Apple apologises after backlash over piano crushing iPad advert

The technology giant apologised after Hugh Grant and others criticised the "tone deaf" iPad advert.

www.bbc.co.uk

Maybe _you’re_ the one who needs to get out more.…

 

[FineWoven]

The Apple Pencil is for drawing and art for the most part.

Then why even allow for OS navigation at all? Nearly a decade in now and it's still a god damn mess of an accessory. It can mostly operate iPadOS but the parts that it can't are the WORST omissions. Particularly the lack of functionality for using the pencil to switch apps, get to the Home Screen, unlock the device, etc. I have a pencil for my 12.9" M1 Pro but I barely use it and most of the time it just stays attached to the side. I'm not saying it's completely useless or I wouldn't keep it attached at all but generally speaking it's a terribly clunky experience and there's no way in hell Steve would've let this fly, if he even allowed a stylus at all. Certainly not for this long, anyway...

 

[FineWoven]

Jobs would have green lighted Apple Pencil. It’s a perfect expression of his philosophy. Like a bicycle for your fingers. A painting and writing device that can emulate practically any type of brush or tip and has instant access to every color imaginable.

But yeah. You’re the Jobs expert I guess.

LOL

👇👇👇

Then why even allow for OS navigation at all? Nearly a decade in now and it's still a god damn mess of an accessory. It can mostly operate iPadOS but the parts that it can't are the WORST omissions. Particularly the lack of functionality for using the pencil to switch apps, get to the Home Screen, unlock the device, etc. I have a pencil for my 12.9" M1 Pro but I barely use it and most of the time it just stays attached to the side. I'm not saying it's completely useless or I wouldn't keep it attached at all but generally speaking it's a terribly clunky experience and there's no way in hell Steve would've let this fly, if he even allowed a stylus at all. Certainly not for this long, anyway...

 

[grad]

Some poor souls at Apple's marketing department thought they had a "1984". It backfired. The advertisement turned out to be lame and a pathetic flop.

Some apologetic minions keep attacking anyone daring to express concern and criticism to every company's wrongdoings. It is always the end-user who is wrong not the company; it is always the citizen who needs to pay the taxes, the company is just smart if it can avoid it; whoever is rich and powerful is always right, etc.

 

[skottichan]

Then why even allow for OS navigation at all? Nearly a decade in now and it's still a god damn mess of an accessory. It can mostly operate iPadOS but the parts that it can't are the WORST omissions. Particularly the lack of functionality for using the pencil to switch apps, get to the Home Screen, unlock the device, etc. I have a pencil for my 12.9" M1 Pro but I barely use it and most of the time it just stays attached to the side. I'm not saying it's completely useless or I wouldn't keep it attached at all but generally speaking it's a terribly clunky experience and there's no way in hell Steve would've let this fly, if he even allowed a stylus at all. Certainly not for this long, anyway...

That's the thing, like the person said, that you were responding to, the Pencilwas more designed as a writing/drawing implement. At no time has it been posited as an OS navigation tool, it's why it's not been ported for iPhone usage. Apple Pencil and something like the Samsung stylus are completely different use cases. Which is why, if he were still alive, Jobs probably would have allowed for the Pencil to move forward.

That said, none of us can make this determination with any degree of certainty.

 

[DeepIn2U]

Apple apologises after backlash over piano crushing iPad advert

The technology giant apologised after Hugh Grant and others criticised the "tone deaf" iPad advert.

www.bbc.co.uk

Maybe _you’re_ the one who needs to get out more.…

Oh I am out and about - I'm not not into such squabbles in my life. 😀 Here well only temporarily entertained in such.

 

[PatrixUSA]

Some poor souls at Apple's marketing department thought they had a "1984".

"Apple's new "Crush" ad (let's call it "2024") is a visual & metaphorical bookend to the 1984 ad.
1984: Monochome, conformist, industrial world exploded by colourful, vibrant human
2024: Colourful, vibrant humanity is crushed by monochrome, conformist industrial press"
-source

https://twitter.com/x/status/1788190673818010045

 

[buckwheet]

I actually kind of assumed it was a thinly veiled—and somewhat critical—comment on generative AI... veiled, that is, behind a visual metaphor for packing lots of capability into a small form factor.

 

[Neepman]

I thought this ad was great - I get the intent, all this creativity is embedded in this new slim device allowing you to do any creative thing you want. Anything you want to create, this iPad will be ready to handle it.

People are getting outraged over nothing these days.

The intent of the ad was super obvious. As it should have been to anyone with a more that serviceable IQ.
Its so absolutely insane anyone would get upset over this brilliant ad.

 

[vi2867]

Sometimes I don't understand Apple's marketing team. They could have done this in a more gentle way.

 

[SpaceJello]

I guess we better not show garbage trucks and compactors on TV as well. There goes little Sue’s baby doll and Jimmy’s broken bike.

That’s psychotic. 🙄

Really Apple? Just cause a few “creatives” blasted social media with their 2 cents, you have to cut a really good ad? It is funny in a dark humour sort of way. Well this “creative” think those creatives are just being jealous you didn’t get them to direct or star in them. 🤣🤣

 

[Neepman]

I guess we better not show garbage trucks and compactors on TV as well. There goes little Sue’s baby doll and Jimmy’s broken bike.

That’s psychotic. 🙄

Really Apple? Just cause a few “creatives” blasted social media with their 2 cents, you have to cut a really good ad? It is funny in a dark humour sort of way. Well this “creative” think those creatives are just being jealous you didn’t get them to direct or star in them. 🤣🤣

Funny because the offended group is the same tranche of people that would think placing a picture of a religious figure in a vat of urine in the name of art was just "edgy".

 

[Surf Monkey]

The intent of the ad was super obvious. As it should have been to anyone with a more that serviceable IQ.
Its so absolutely insane anyone would get upset over this brilliant ad.

What specifically makes the ad “brilliant”?

Follow up: why do you assume that failure to understand what message they were intending to send is the issue? That isn’t the issue.

 

[Surf Monkey]

Funny because the offended group is the same tranche of people that would think placing a picture of a religious figure in a vat of urine in the name of art was just "edgy".

That’s a completely fallacious assertion, not only because “offense” isn’t the complaint about the ad but mainly because the work of art you referenced has literally nothing to do with this at all. Both are misdirects intended to spark an emotional reaction. So the question is: what do you personally think about the ad?

 

[Surf Monkey]

I guess we better not show garbage trucks and compactors on TV as well. There goes little Sue’s baby doll and Jimmy’s broken bike.

That’s a strange read of the material. Equating the objects Apple showed to garbage actually illustrates the weakness of the spot. You didn’t think of how cool it is that iPad can do many things. You thought of a trash truck compacting old, discarded things. If this was a focus group discussing the ad your comment alone would have killed it on the spot because it shows exactly how the images are likely to be misinterpreted.

 

[Surf Monkey]

Sometimes I don't understand Apple's marketing team. They could have done this in a more gentle way.

As I said earlier, Apple HAS done this better. WAY better. It isn’t hard to find examples of creative professionals, students and enthusiastic amateurs who use iPad in synergy with traditional musical instruments, with the creation of physical art like painting and sculpture, with the tools of architectural and industrial design and so forth. Additionally, the visual language available for delivering the idea that many, many things can be contained within iPad and that iPad can enhance the use of many things is also extremely varied. Apple could have chosen any number of visual images to get the point across, not just crushing stuff people love into it.

And that’s really the bottom line with this ad. It’s tone deaf, ham handed and below the standards of a company that we’ve come to understand as a leader in design and a partner in the act of creativity. Apple can and should do better.

 

[Surf Monkey]

"Apple's new "Crush" ad (let's call it "2024") is a visual & metaphorical bookend to the 1984 ad.
1984: Monochome, conformist, industrial world exploded by colourful, vibrant human
2024: Colourful, vibrant humanity is crushed by monochrome, conformist industrial press"
-source

https://twitter.com/x/status/1788190673818010045

That’s a good illustration of how visual language is used by all of us but understood by very few of us. Obviously Apple failed to anticipate this reaction and that speaks to their lack of leadership in what was once their core competency: design.

 

[Surf Monkey]

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

Typical bully tactic. One person uses the word “offensive” so now everyone who has any criticism of the ad also finds it offensive. It’s basically the same thing as when someone says “Climate change can’t be real! It’s snowing right now!” Completely fallacious and based on a deeply faulty premise.

 

[baking soda]

The focus and objective of the "new" machine learning research and development (i.e. Neural Networks + Big Data + Cloud) is not about training or tuning the model according to the end-users but train=brainwash the users so that they can accept recommendations averaged from popularity/majority opinions as true and optimal.

The "ultra advanced" Google Assistant on Android Auto keeps getting confused with my non-native English accent and keeps playing stupid songs liked by many people instead of the ones I am asking for.

Autocorrect for me creates words that don't even exist, adds apostrophes where not even a drunk ass man would put them while texting their ex at 4 AM, and refuses to learn any word I try to teach the algorithm.
I ended up adding a bunch of text replacement shortcuts out of frustration, which is unacceptable. I don't care anymore, it's just cringe and awkward, but it is how it is. So much for the improvement in the keyboard that iOS 17 was supposed to have added.
I'm not having my hopes up for iOS 18 either, that stuff needs to be redone from scratch.

And btw I'm still baffled that the OS cannot even auto select the keyboard language based on contact activity: do I always speak english to this person? set English every time I chat with them. Do I use another language with them? Switch over, for God's sake!

 

[Redwan7]

This will be a hot take in this website. I don't like Apple products nor do I feel a strong connection with them. If their image were being attacked just like this case, I will feel absolutely nothing. I showed this ad to my dad, my mom, my friend circule, my cousin who despises Apple product just like people in this website do for other electronics. None of them found it offensive. The most I heard is them saying Apple destroyed expensive things just for an Ad. You would assume everyone is tasteless. But no, someone admire the art in music, some admire the art of cooking, some are painters themselves. Yet none found it offensive as Twitter users. People saw objects getting crushed and acting like the sun just rose from the west.

The fact that very few people are directly involved in the arts compounds this issue

Guess what? That represents the majority of human polulation. When you collect pebbels as a hobby and see someone else throwing away their OWN pebbels and start crying, none will relate to you. If you feel your pebbel collection is important to you then be it that, you want everyone else to as find them important? That's stupid.

Apple’s internal culture, especially because the ad was produced in-house, reinforces a mindset where self-criticism is absent

Highly doubt that. Apple is a trillion dollar company. Did they reach this stage by allowing poor advertisements represent their product? How many bad ads did you watch to get into that conclusion? Or did you just summerize an entire company's culture just by looking at an ad about destroying stuff?

 

[Surf Monkey]

This will be a hot take in this website. I don't like Apple products nor do I feel a strong connection with them. If their image were being attacked just like this case, I will feel absolutely nothing. I showed this ad to my dad, my mom, my friend circule, my cousin who despises Apple product just like people in this website do for other electronics. None of them found it offensive. The most I heard is them saying Apple destroyed expensive things just for an Ad. You would assume everyone is tasteless. But no, someone admire the art in music, some admire the art of cooking, some are painters themselves. Yet none found it offensive as Twitter users. People saw objects getting crushed and acting like the sun just rose from the west.

“Yet none found it offensive as Twitter users.”

That’s the key to the hostility going on in this thread. The rabble rousers have admitted it over and over again. On Twitter, where trolls and propagandists go, people were “offended” by the ad. That in and of itself proves nothing about the vast majority of people on MacRumors. The objections being expressed here are about the ham handed design of an ad that appears to send the opposite message than what Apple wanted it to.

Guess what? That represents the majority of human polulation. When you collect pebbels as a hobby and see someone else throwing away their OWN pebbels and start crying, none will relate to you. If you feel your pebbel collection is important to you then be it that, you want everyone else to as find them important? That's stupid.

It’s a nonsense comment in this context anyway. The ad is pitched to people who want to create on iPad. That’s who it’s made for. Coming in here and saying that it’s not a big deal because only a few people use iPad to create is not only short sighted and reductionist but ignores the actual content and context of the ad itself.

Highly doubt that. Apple is a trillion dollar company. Did they reach this stage by allowing poor advertisements represent their product? How many bad ads did you watch to get into that conclusion? Or did you just summerize an entire company's culture just by looking at an ad about destroying stuff?

The problem here is that Apple built its empire by using some of the most high profile and accomplished marketing agencies in the world. But the current CEO fired the agencies and brought their marketing in house. Not only that but he hired people who no one would consider to be leaders in the industry. Furthermore, as I mentioned earlier, even ad agencies don’t do their own ads. A company, basically any company to some degree, is too close to the product to make a really persuasive pitch. It takes outside eyes to do that. In fact I think there’s a very high probably that Apple’s insular culture is a key factor in the development and release of the ad. Apple falling for their own reality distortion field so to speak.

 

[Surf Monkey]

Autocorrect for me creates words that don't even exist, adds apostrophes where not even a drunk ass man would put them while texting their ex at 4 AM, and refuses to learn any word I try to teach the algorithm.
I ended up adding a bunch of text replacement shortcuts out of frustration, which is unacceptable. I don't care anymore, it's just cringe and awkward, but it is how it is. So much for the improvement in the keyboard that iOS 17 was supposed to have added.
I'm not having my hopes up for iOS 18 either, that stuff needs to be redone from scratch.

And btw I'm still baffled that the OS cannot even auto select the keyboard language based on contact activity: do I always speak english to this person? set English every time I chat with them. Do I use another language with them? Switch over, for God's sake!

The current best solution is to just turn off auto correct. Apple hasn’t improved it. They’ve made it increasingly bad with each update.

 

[Pentium]

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.

The apology for the way they crushed everything into an iPad, which is the cringy part of the whole subject.

 

[Surf Monkey]

I think apology maybe an over reaction. But yeah I cringed and the ad was not in place, not from Apple. Their taste usually is better than this.

They apologized because creatives, who the ad was targeted at, felt that it sent the opposite message than what Apple intended. Creative professionals are Apple’s core customers. They have a serious stake in making sure creatives remain happy.