I’m struggling a bit to see why this ad is controversial.
It's the times we live in. People have just become overly sensitive it seems. Apple needs to apologize or risk a cancel culture backlash.
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Apple apologizes for iPad 'Crush' ad that 'missed the mark'
191–200 of 1001 posts
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#192I think the ad is great and funny.
It says: you don't need those anymore. Just buy the iPad. Look at all this space you'll save. All the items you won't need to buy. Minimalism, utility, fun.
I think people who get offended by seeing objects being destroyed are being hyper-hypocritical, because I bet you all replace your phones every few years, replace your cars every few years, replace all of your stuff even if the older versions work fine. But here you get offended. Take a good look in the mirror is all I can say.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#193Missing 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…
Really interesting to consider that this might be one of the few incidents that Shintoists, or at least "cultural Shintoists," have gotten offended at a western production. Makes me wonder if this is why Apple went out of their way to apologize for the ad. I think if this ad just had non-culturally-specific backlash, they would've simply moved on. But because this impacted a specific market's sensibilities, maybe the…
This is a market where shame and apologies still have significance.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#194This is all really silly. Don't people have anything better to get upset about? I wish companies/Apple didn't cave every time a couple of people start crying. It must be really annoying to work in such industries, you spend a large amount of time making something and then have no idea if people will get upset about it or not.
Nothing to do with the industry - it's marketing, it's designed to make people like the company/product more, and the very nature of marketing and people means that if you do a bad job it can have the opposite effect.
This is just how marketing to humans is, and anyone creating a promo video for any type of product knows that the goal is to increase positive sentiment and the risk to try to avoid is increasing negative feelings instead.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#195It'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?
Honestly, yes. Reading the overly emotive language in these comments, it’s pretty clear that many people here are just looking to be outraged and / or got caught up in the herd mentality of it all. I genuinely don’t think that most of the people here would feel this strongly if they hadn’t seen it through the lens of some tweet or click-hungry Apple blog exclaiming “what the hell!”
The error here, on Apple’s part, is that they made an ad that people can so easily lean into hating and publicly attribute it to some sort of intelligent, intellectual attribute that they want to signal to others.
And for the record, I don’t really care about the ad one way or another. It struck me as unremarkable for an Apple ad. It’s blindingly obvious that the right person lit a match at the right time, and this quickly turned into something else. I truly can’t believe that Apple chose now to engage with the peanut gallery.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#196Feels hard to imagine Steve Jobs tweeting this video... I guess the lesson is: it’s very hard to preserve mission and vision without the visionary.
I recently got a new iPhone. I'm picturing Steve Jobs yelling at this thing nearly every day. It's mind-blowing how poor the user experience has become compared to early versions of iOS! :\
“What the hell is this Vision Pro shit? Do people really want to be riding rollercoasters while they’re taking a crap?”
[1] https://www.cnet.com/tech/computing/jobs-dismissed-ipad-mini...
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#197Earlier 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…
This is incredible, (3) is literally the better iPad ad. Really goes to show how poorly thought out the original was.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#198Missing 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
I'm not bothered by the destruction. Destruction itself can have artistic value. For example, you can't portray the Nazis on screen without showing how destructive they were.
What bothers me is the arrogance to say that an iPad, a device which will be obsolete in a few short years, can replace all those instruments and tools that last more than a generation.
This is similar to the history channels which use AI colorized historical footage which wildly shifts objects from red to blue in a few frames and have the audacity to claim this is an improvement over the original.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#199This would never have happened on Steve’s watch.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#200Earlier 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…
Wow you're so out of touch with reality.
Low/medium end music instruments are certainly cheaper than ipads, and last way way more.
Learning to use your own body is now obsolete? Ok… sure…