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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'

#231

Post by dns_snek »

lifeinthevoid wrote: post #183
brundolf wrote: post #128

Earlier 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)

I don't think these objects being real or not makes much (if any) difference to those who view the ad negatively. The underlying idea that Apple is crushing these tools of human entertainment and creative expression, only to replace them with their own "jack of all trades" remains the same.

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

#232

Post by pcurve »

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?

They could say nothing. They could double down and explain. Or they could apologize, cut their losses and move on.

Most company in the same situation would've done the same. Apple didn't have a choice.

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

#233

Post by lionkor »

I like it. You throw away all your hard-earned, expensive instruments, tools, and crush them to be sure. You then go buy an iPad, and the circle is complete: You're now a next-generation Apple consumer! Just turn on YouTube kids and watch slime videos for the rest of your life.

Reject culture, consume the slop.

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

#234

Post by conradfr »

Satam wrote: post #207
ypk2 wrote: post #95

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

Why is it soul crushing? It looks to me like people are projecting their fears and insecurities onto this single ad. Sure, strategically Apple possibly should've caught on before releasing, but people are still being overly sensitive. Should everyone be throwing tantrums about Devin as it's presenting itself to replace developers? It is what it is, things change.

Yes I'm amazed people care that much about an ad from for their .

It has probably actually make the ad very successful.

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

#237

Post by tiagod »

self_awareness wrote: post #192

I 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…

We all know what the ad is supposedly saying. But there's something called context. This add doesn't exist in isolation.

In my view, is not offensive due to the destruction of the objects, but by the deeper meaning of crushing the cultural representations of human creativity with this machine.

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

#238

Post by kuschku »

tecleandor wrote: post #216

They 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.

Yeah, I would have done it kind of like a puzzle.

You show the frame of an ipad, without the insides or the glass on front. But it's actually giant.

A person playing a gameboy puts it into this frame. An artist puts their color pallette in, too. Many people come out, putting more and more into this frame.

A robotic arm puts a sheet of glass ontop of it, but you can still see the contents.

An animation plays from bottom to top, displaying the iPad UI and covering up the items previously visible. In the spots where the individual items were, the iPad UI shows matching apps now.

Same message, but without the disrespect.

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

#240

Post by LASR »

Yeah what was that ad even.

I am not a creative. But I do play the piano from time to time. It’s an old 15 year old Roland electric piano. I wouldn’t like to see it crushed. Even if it is obsolete. I bet a lot of actual creatives do have sentimental values attached to their tools.

Destroying things needlessly is very much off brand for Apple.

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