I just found it a bit lacklustre & uninspired.
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'
#212I’m struggling a bit to see why this ad is controversial.
People who want to be “outraged” do it partly for the shared performance of it.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#213Earlier quoted context omitted.
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 looks animated to me, I don't think a lot of real objects were destroyed. (Not an expert though)
Yeah, it looks super CGI to my eyes. Especially the desk and the piano. I also can't imagine anyone trying to direct this kind of a video without having precise control on what the destruction looks like.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#214I think Apple and many other tech companies are still trying to brand themselves as mavericks who are upending a stuffy establishment, a mythology which is exemplified well by ads like this. I think the gaucheness of it was very intentional, and exactly the kind of provocative boasting that appealed to a certain kind of young, counterculturally-inclined creative people when Apple was first running ads on TV
I think when you're a trillion dollar company, one of the major players in an industry that has very much become The Establishment, and are speaking to artists for whom technology companies - and Apple in particular - have been constantly "innovating" in ways to decrease their share of the fruits of their labor for the last twenty years, and the last 3 or so have been a constant news blitz of smug techbros claiming all creatives should accept whatever scraps they can get because they're about to be replaced by ML models that are from their perspective sophisticated stochastic plagiarism bots that seem to frame the entire premise of releasing your work online as the setup for a long con... Yea, maybe it's gonna read as a bit tonedeaf
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#215I just found it a bit lacklustre & uninspired.
Maybe it was all done on an iPad after they crushed all their creative tools?
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#216They missed the opportunity of, instead of destroying everything, "compressing" it all in an iPad to show "all the things that you can fit inside that tiny device" or something like that. The destruction seemed pointless.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#217Apple a company, that:
- spies on you while telling you they protect your privacy
- removes feature after feature from their devices, telling you that you want this and that it's better w/o it for you
- locks you in more and more controlling every aspect from hardware to software to development environment and the store
- acts in bad faith every time someone threatens that fenced garden
And you people worry about an ad that just tries to justify why 50 bucks in hardware have to cost 1000+ dollars?
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#218It'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?
I had no idea this ad existed until this came through here. But having watched it: seems totally fine. They're just playing "earth". To make diamonds you apply pressure. The iPad is the diamond resulting from crushing all that creativity into a tiny form factor. Or something like that.
You're being too generous to an ad which isn't even original ( https://www.youtube.com/watch?v=NcUAQ2i5Tfo ).
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#219They missed the opportunity of, instead of destroying everything, "compressing" it all in an iPad to show "all the things that you can fit inside that tiny device" or something like that. The destruction seemed pointless.
What? They are quite literally compressing those things in the video. And if you apply compressive force to a bunch of objects using a massive press, the objects would obviously get destroyed.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#220I've already opined my thoughts on the video, no need to redo here. Strictly speaking about the article, it feels more like 'go away' lip-service, especially seeing as the bottom contains the ad - still up on Apple's official YouTube. If they really felt it 'missed the mark' and were sorry about it, they'd have probably taken it down.
Apologizing bought them another round of "earned media". Not only did the ad get press, now the apology gets press, exposing the message "there's a new, thinner iPad" to people who didn't see the ad before. I personally don't care if the ad was good or bad. I'm not an interested shareholder and I'm not in the Apple ecosystem. But I just learned there's a new iPad via HN. Maybe they'll take down the ad next week for a…
The week after: "Apple Slammed For Reinstating Infamous iPad Crush Ad"