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Apple apologizes for iPad 'Crush' ad that 'missed the mark'

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Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#141

Post by nonrandomstring »

thejazzman wrote: post #5

It really exemplifies the culture change from Steve's obsession with the INTERSECTION of humanities and science. Silicon Valley on a mission

> Silicon Valley on a mission

Seriously and sincerely, I'd like to hear a dozen definitions of what people think that "mission" is in 2024.

I think we long departed from "making the world a better place". And yet the change simply cannot be explained by greed, money, or obsession with growth.

Surely a lot of the venture capitalists that frequent this forum must be as confused as the next person if they still hold on to the ideal of "doing good with money".

What I see is the rise of a terrifying quasi-religious anti-humanist cult with overtones of masochism and self-hatred (of human life).

I'm no big fan of Steve Jobs, but clearly he would be horrified by many of the anti-human sentiments expressed daily in forums like this.

Is it too late to redefine digital technology as humane, and return to the roots of SV [0] ?

[0] https://en.wikipedia.org/wiki/The_Californian_Ideology

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#142

Post by cm2187 »

silvestrov wrote: post #101
ypk2 wrote: post #95

I used to play piano and guitar. This ad is soul-crushing.

A soul-crushing as this: https://adage.com/videos/general-motors-robot/567 I feel sorry for the robot, I definitely don't feel like buying a car.

Then you need to watch this to the end: https://www.youtube.com/watch?v=jU-cori12KU

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#143

Post by pompino »

noitpmeder wrote: post #8

It's a bit insane to me that Apple felt the need to "apologize"... so they made a crappy AD that didn't appeal to some audiences... is this really grounds for retractions/apologies these days?

Yeah, apparently its hard to just move on with your life after watching something you dont like. This making front page on HN is wild. The echo chamber is sealed tight.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#144

Post by card_zero »

WWLink wrote: post #56

Apple: We're so environmentally friendly! Also Apple: We still use these fancy boxes that are a pain in the ass to recycle and will more than likely just end up in the trash anyway. They can't be reused for literally anything else because of their size, shape, and way they're glued together. Also, the materials aren't eco-friendly. But who cares because we stopped giving away power bricks and wrap the cables in paper…

To be fair, you probably can paint on canvas with an iPad, if the canvas is sufficiently large and you use the impasto technique.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#145

Post by flanked-evergl »

o_m wrote: post #108

To me it was weird to see a company who tries to brand themselves as environment friendly destroy what seems to be perfectly fine objects, just for an ad. Even if it was CGI or if the objects were defected.

Was it weird, though? Environmentally friendly branding for companies has never required a company to be environmentally friendly, it's almost always just about being fashionable and avoiding accountability.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#147

Post by amatecha »

bmitc wrote: post #98

I don't think one needs to be Japanese to be offended by that ad. Also, it's amazing at how accurate it is describing Apple's general corporate approach.

Yeah, it's a hilarious mimicry of their own process: "recycle" (aka destroy) everyone's old tech and sell them the new version of the same thing. It's like the most direct/blatant depiction of the lifecycle of consumer tech I've ever seen.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#148

Post by draugadrotten »

thinkingemote wrote: post #130

Your internal view of the brand is being changed or challenged. This causes a type of psychological stress. The iPad is only a machine but Apple the brand has carefully created a brand with emotions feeling and thoughts around it. People invest themselves in their ideas. the ad isn't concerning for what it does in the ad, but for how it is changing the internal feeling of the brand. It is like remembering when thinki…

> It's why all car adverts are about emotions.

This is my favourite emotional car ad - https://www.youtube.com/watch?v=7sWPHKU1XZU

Apple products does not inspire to such emotions, not anymore. The apple fans are not going to be waiting 20 years for poop emojis.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#149

Post by cm2187 »

lioeters wrote: post #69
xnx wrote: post #51

9to5Google pointed out that the Apple ad is a near exact copy of this LG ad from 2008: https://www.youtube.com/watch?v=NcUAQ2i5Tfo The (accidental?) plagiarism of the ad is nearly as bad as the vibe.

So not only was it tasteless and out of touch, it wasn't even original. Can't help but feel that it's a reflection of where Apple is at these days.

On the other hand if your product has become a commodity and the new version barely changes from the previous one, you are entering detergent advertising territory.
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