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

[ImAlwaysRight]

Brilliant ad! Clearly communicated all of the creativity that can fit into a tiny little device. Some people clearly don't have the emotional maturity for it. What is sickening is the way Apple cowers to an immature, self-centered little group of people.

 

[Liquid Galaxy]

If you are offended by this ad and actually believe that Apple needed to issue an apology, I would suggest taking a long hard look at yourself and, quite possibly, get yourself checked out for mental issues at your nearest GP’s office.

 

[Jim Lahey]

For all the criticism I have for Apple that ad is not one of them. People go out of their way to find something offensive.

Don't forget it's perfectly possible to find something in poor taste and yet not be offended. Some people just think it's a rubbish commercial that depicts wanton destruction, not creation. It doesn't have to be any more than that. As for the offended celebrities...well...actors gonna act...

 

[FlyGuyDEN]

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.

Dude I'm the biggest of Apple fans and it completely missed the mark. You have to have some nuance in life and look at PERCEPTION. But I'm getting that you have none of that.

 

[grover5]

This thread is filled with folks complaining about other people complaining. People being sensitive about other people being sensitive. And it is all delivered with such conviction. This is a funny thread.

 

[lotones]

Makes me seriously wonder how people get through life when they're so easily offended by a simple CGI ad. I'd call them snowflakes, but snowflakes survive a fall of several thousand feet in freezing cold and hold their shape. Even they would laugh at these CGI phobics.

 

[Larabee119]

Snow Flakes. That ad looks cool as hell.

 

[FlyGuyDEN]

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.

Tell me you know nothing about Apple without actually saying you know nothing.

Dude-the Apple references Sir Isaac Newton. God-the level of stupidity here sometimes.

 

[ImAlwaysRight]

I'm offended at Apple for publicly issuing an apology for this ad!

 

[Tevosn]

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

I get the idea too, my main problem is it is wasteful. It is also a bit cringe.

 

[**maestro**]

The advertisement made me realize how much I was missing out on real-life experiences like art galleries and live music because of my constant use of Apple products. Previously, I upgraded to the latest model without fail, but this ad completely changed my perspective. It didn't just discourage me; it actively stopped me from purchasing the next iPad and upgrading my iPhone and MacBook Air. The ad achieved the exact opposite of its intended effect, prompting me to halt my routine upgrades altogether.

 

[Yebubbleman]

Personally, I just saw the destruction of things that people still find useful and/or derive joy from and wanted to see a "none of these things were harmed in the making of this ad" disclaimer akin to the "No animals were harmed in the making of this film" disclaimer at the end of most films involving animals. That was the full extent of my discomfort. But I do otherwise see this symbolism. Apple hubris as usual.

 

[cocky jeremy]

Their consumers aren't any different.

Being on here a lot, I see that.

 

[neuropsychguy]

This is an ad created specifically for the kind of tech bro who thinks that every "legacy" creative tool is now worthless and can be replaced by a computer (see: DAW sound "engineers" who have never heard an analog amplifier in their entire life).

It is brilliant to its target market of digital "creatives". It is simultaneously brutal to people who actually create.

Someone who uses digital technology to be creative does not actually create? If I compose a song on an iPad, I'm not actually creating? If I write a book on an iPad, I'm not actually creating? If I shoot video and edit it with my iPad, I'm not actually creating? If I'm doing something that cannot be done analog, I'm not actually creating?

Maybe the issue is your understanding of creativity. I don't mean this to me rude or condescending. I'm just trying to help people understand that there are many ways to be creative. Limiting it to "analog" sources is doing just that -- limiting. It's leaving no room for other types of mediums and forms of creativity. It's saying the artist who uses oils or stone is more creative than the artist who uses pixels. It's saying someone who handwrites a book is more creative than someone who uses a word processor. It's saying someone who composes some drivel but does it "analog" is better than someone who composes a masterpiece using an iPad.

How about we focus on the output more than the way it was created?

 

[Pezimak]

Oh good God, pandering to the overally sensitive, that’s the problem with the world today. Pathetic. If war ever does break out, I shudder for any successful defence.

 

[FlyGuyDEN]

Some who uses digital technology to be creative does not actually create? If I compose a song on an iPad, I'm not actually creating? If I write a book on an iPad, I'm not actually creating? If I shoot video and edit it with my iPad, I'm not actually creating? If I'm doing something that cannot be done analog, I'm not actually creating?

Maybe the issue is your understanding of creativity.

This is a narrative I can actually get behind. Creativity comes in many forms. Analog vs digital doesn't matter. All that matters is what comes of it. Analog in some forms will always outdo digital but the reverse can be true...it all depends.

If I was the ad writer I'd have had someone tossing all these thing into an Apple Store bag....imagine the visual of an entire piano sinking into one of those...and then had a hand pull out the iPad. Same message without the destruction.

 

[uacd]

Pretty good move. Everyone can make mistakes. Although it blows my mind it took them so long to understand this ad would become a disaster, don’t they have any, even slightest marketing oversight inside the company?

I imagine it was like that: Marketing VP was chilling somewhere in the oceanic seaside and then got angry call from Tim who was like “Tor what da f going on in your swamp? Everyone tears us apart, remove it rn. I don’t care you vacation still going on. Get back to work or I am gonna fire you all tomorrow.”

 

[neuropsychguy]

Dude I'm the biggest of Apple fans and it completely missed the mark. You have to have some nuance in life and look at PERCEPTION.

Do you have nuance and understand that many people have another perception of the ad (in that they do not have any issues with it)? Stating "it completely missed the mark" leaves no room for nuance or other people's perceptions.

 

[valkyr]

Wow another fake apology from Apple. It was tasteless, and it communicated Apple thinks that our natural creativity is worthless without an Apple product.

 

[grover5]

Oh good God, pandering to the overally sensitive, that’s the problem with the world today. Pathetic. If war ever does break out, I shudder for any successful defence.

You sound pretty sensitive about that.

 

[nt5672]

This is what happens when an organization losses it compass.

 

[dgeviper]

 

[valkyr]

This is what happens when an organization losses it compass.

Apple lost it after Steve passed away. Apple now can't even figure out how to fix a simple phone alarm.

 

[macMD]

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.

I guess the creatives who are complaining lack creativity if they can’t understand the ad.

 

[beanbaguk]

Soon Gen Zs may start saying that breathing is bad because it takes Oxygen out of the Atmosphere.

Careful. You must have emitted several nanograms of CO2 writing this…