i don't get they need to apologize. I watched the ad and though it was very creative and the the squeezy ball at the end was funny. why is everyone getting so up in arms and offended by this? I guess this is our society now where people just look for things that they want to trigger and offend them.
Apple apologizes for iPad 'Crush' ad that 'missed the mark'
151–160 of 1001 posts
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#152Your 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…
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Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#153Earlier quoted context omitted.
1984 was edgy for its time. I think the difficulty is that the iPad is no longer an edgy product. The least edgy thing you could be these days is an iPad owner, and this ad wasn't the one to change that.
1984 [1] was edgy precisely because it worked as a criticism of society and culture, and then showed a way to 'break free' of mindless dystopia. This [2] ad is pretty much the exact and literal opposite. It essentially takes a sampling of the great things that culture and society has produced, destroys them, and then shows the Product, while literally singing "All I Ever Need Is You." Here [3] a guy basically reverse…
Today's "1984" ad would have to include someone throwing a sledgehammer through an iMac, and similarly destroying an iPhone. It wouldn't be an advertisement for any corporation though, because a truly game-changing act today would be to opt out of the extractive and coercive cycle of modern proprietary technology.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#154I 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.
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Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#155Apple: 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…
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Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#156Missing from this extremely short and underreported article is how badly this played out in Japanese market. The culture they have states that musical instruments, creative tools have some energy and imbued sense of spirit to them. So destroying these elements of culture is really really blunt and gauche to them. The majority of the push back came from Japanese people, and then artists empathizing with their sentimen…
I'm not Japanese and it was upsetting to me Not because eg one piano got destroyed; surely that happens all the time, even on camera for eg movies and such. But there was something about watching beautiful objects be destroyed, in slow motion, gratuitously, and with an upbeat/sunny tone, that just aesthetically made me squirm in my seat
It goes beyond aesthetics for me. It's like they took everyone's deepest fears about technology and AI, that it will replace or "crush" authentic human experience and creativity, and they just embraced and celebrate it by literally crushing representations of human creativity. At least I'm glad the corporate types were actually honest about their goals, though, instead of their typical doublespeak
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#157Apple: 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…
The things were cgi, nothing was destroyed in the process.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#158Earlier quoted context omitted.
> destruction of low-tech artistic tools triggering non-tech people This was really poorly worded and sounded very elitist and dismissive, I trust this was not the intention.
On the contrary, I wish this was dismissive. It's about time that the Overton window gets shifted about the overly nostalgic articles that get praised by "the right people", which means we need to "read the room" and share the same opinions. It is an absolutely good thing that an inexpensive device is replacing an expensive one, and that impoverished children will be able to create music with an inexpensive iPad and…
> It is an absolutely good thing that an inexpensive device is replacing an expensive one.
Professional musician (pianist) here. It’s an outlandish take on solving affordability by destroying acoustic instruments and replacing them with iPads. Let’s see someone play the Prokofiev Toccata in real time using Garageband, no MIDI files allowed.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#159Your 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.
Deep Philosophical Video:
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#160Earlier quoted context omitted.
> destruction of low-tech artistic tools triggering non-tech people This was really poorly worded and sounded very elitist and dismissive, I trust this was not the intention.
On the contrary, I wish this was dismissive. It's about time that the Overton window gets shifted about the overly nostalgic articles that get praised by "the right people", which means we need to "read the room" and share the same opinions. It is an absolutely good thing that an inexpensive device is replacing an expensive one, and that impoverished children will be able to create music with an inexpensive iPad and…
I bought my German made mandolin that's like 100 years old for less than 10% of an ipad, and it'll never be obsolete, that's the whole point...
It'll always be up to date, I'll always find the parts to fix it, and even if one-day it somehow gets damaged beyond repair I can recycle it in my fireplace in about 30 seconds
I feel like people making your point don't see the fundamental difference between a functional tool like a hammer and an artistic tool like a musical instrument, and it's kind of scary tbh.