This is what happens when you pull a bad advertisement. Calm down.
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Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV
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This is what happens when you pull a bad advertisement. Calm down.
It did miss the mark because "perception is reality" as I hear n my profession.
If there is backlash there's a reason.
Apple didn't vet the ad properly.
And yes-you can offer someone a puppy and someone will say "I am a CAT person how DARE you!".
But when you're the world's (usually) largest company you have a duty to make sure you do better. There were about a dozen other ways they could have done this ad better. Time to find a new ad agency.
I am also an Apple fan.
Look at this objectively- they crush a bunch of items and say you can do all that in a device.
There are tons of messed up commercials.
Speaking of PERCEPTION - you may want to pick up a book on critical thinking.
Just my 2 cents.
You using an Intel macbook and an iphone 6s seems pretty un-Apple in it's own right.
It’s not about offense. Apple prides itself on design, so they never admit mistakes related to design/creativity. They find something else to blame it on.
It wasn’t a very good commercial. When they realized it, they decided to “take the high road” and take it off the air because it was “insensitive” rather than admit they just approved bad creative.
People don’t care about the stickers in boxes and are throwing them away. Rather than say “most people just don’t want these anymore” they instead discontinue them to “save the environment.”
Doesn’t everyone remember “you’re holding it wrong”? Apple is very hesitant to ever admit to a mistake without making it look like the reason they’re changing is some other (altruistic) reason instead.
It wasn’t a very good commercial. When they realized it, they decided to “take the high road” and take it off the air because it was “insensitive” rather than admit they just approved bad creative.
People don’t care about the stickers in boxes and are throwing them away. Rather than say “most people just don’t want these anymore” they instead discontinue them to “save the environment.”
Doesn’t everyone remember “you’re holding it wrong”? Apple is very hesitant to ever admit to a mistake without making it look like the reason they’re changing is some other (altruistic) reason instead.
Seeing “how dare people get offended from watching a hydraulic press crush creative items” while creative types are getting laid off or fired from many industries around the world, including graphic designers at gaming studios, is pretty flabbergasting. Just because you aren’t offended by it doesn’t mean others aren’t. It was a tasteless ad and there’s no reason it should’ve ever aired.
I heard about the ad and the reaction to it before watching it for the first time atop this thread.
It's well crafted but pretty uncreative, ironically. And joyless. Both of which are feelings that I don't associate with Apple ads, which usually have a sense that using one of their products gives the user something, whereas this ad looks more like something has been taken away.
Also it's so linear and literal - "we've squashed all these creative tools down to the size of a thin iPad," we get it. It couldn't be more obvious. So it's cringeworthy that so many commenters in this thread seemed to feel the need to explain the ad, as if people would like the ad if they only understood it.
It's well crafted but pretty uncreative, ironically. And joyless. Both of which are feelings that I don't associate with Apple ads, which usually have a sense that using one of their products gives the user something, whereas this ad looks more like something has been taken away.
Also it's so linear and literal - "we've squashed all these creative tools down to the size of a thin iPad," we get it. It couldn't be more obvious. So it's cringeworthy that so many commenters in this thread seemed to feel the need to explain the ad, as if people would like the ad if they only understood it.
An ad is supposed to cause an emotional response in the viewer. Hopefully a positive response that makes the viewer want to buy a product.
I was disturbed by this ad. It didn't make me want to buy an iPad. It made me wonder who thought it was a good idea to introduce their product this way.
Hopefully you don't think Apple should have adopted your response: "If you didn't like our ad, you have mental problems. You're watching it wrong."
I suppose I'm really out of step with the rest of the readership here, but I was one of those folks who was absolutely APPALLED at the ad 🤷♂️ It just seemed SO out-of-place and I had exactly the same reaction as Hugh Grant; i.e., it seemed more about CRUSHING human creativity / art, etc., rather than CREATiNG anything.
REALLY poor taste - shocking.
REALLY poor taste - shocking.
It’s a terrible ad and makes me ashamed to own their products. Glad they saw reason.
All these "why are all these snowflakes getting offended?! it's a good ad!" comments are missing something important, I think, which is that the purpose of an advertisement is to make people want to buy your product. If it pisses people off, thus accomplishing the opposite of that goal and making them not want to buy your product, then just maybe, and bear with me here, it might not actually be a good ad.
This shows you how much power just a small group of perpetually offended people actually have. And I doubt any of them were actually offended.
Jeez... people need more fiber to help with the never-ending constipation!! 
the entire point was this ONE thin device can do ALLLLLLL of those things and people get touchy on this too?
the entire point was this ONE thin device can do ALLLLLLL of those things and people get touchy on this too?Steve would’ve had better taste let alone not been so tone deaf. I don’t give a rip about people being offended or not, that someone from marketing didn’t look at that commercial and think “eh” says a lot about internal Apple these days.
“Technology alone is not enough. It's technology married with the liberal arts, married with the humanities, that yields the results that make our hearts sing.”
-Steve Jobs
That ad takes a creative dump on that quote. It’s not offensive, it’s simply a terrible ad.
Bizarre to me that so many can’t understand why this ad has horrified so many creative people.
Not at all. As I have said previously, people are allowed their opinions. I loved it, and I feel (certainly going by the responses in this thread) that more people enjoyed it than hated it. But of course in this cancel culture world, a few people shout and cry on social media and Apple apologises. Disappointed..
Everyone’s entitled to an opinion. Sadly over sensitive types do not accept others opinions and force change the masses have to put up with.
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Framing the criticism as “offended” is disingenuous.
Not only that, but making your target audience want to buy your product. The target audience for this product is creative professionals. The question is : was a significant portion of that audience turned off, or just a few loud ones on social media? Apple apparently thought the former.
Apple didn't apologize because they offended celebrities. Apple apologized because they offended current and potential customers.