Hacker News Board Hacker News, browsed like a classic message board
Live data from Hacker News

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

theverge.com

Post reply on HN
Print view View original

381–390 of 1001 posts

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

#381

Post by dwallin »

foobar_______ wrote: post #363
mindwok wrote: post #347

It’s not my place to tell anyone how they should feel about anything, but the number of comments here suggesting people had a strong emotional reaction to this does kinda worry me. How do those of you who feel so strongly about this ad get through daily life? If I was feeling so upset about something like this, life would be pretty bad. Genuine question. EDIT: I appreciate the amount of good-faith discussion on this…

You help me feel sane. People, it is a commercial. Nothing more. Don't get your panties in a bundle. If you don't like it, change the channel, don't buy their product, go outside on a hike. The things people get upset about today is fascinating. GO OUTSIDE

Why get so bothered by other people being upset? Apple is going to be fine, you don’t need to worry on their behalf. No need to get your undergarments of choice in a twist. Good opportunity to step outside and get some fresh air.

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

#382

Post by bingbingbing777 »

passion__desire wrote: post #256
benrutter wrote: post #245

When I watch the trailer, it feels very cringe. I can absolutely see what they're going for- something like "you're iPad contains the power of all these cultural tools", but visually that connection isn't there. It just looks like "Hooray! Culture has been destroyed, now there is only iPad!"

I took the message that all that culture is now available in an even slimmer form factor. This is the problem with art. Unambiguous messaging is impossible as one casts a wider net of interpretation

It's not art, it's an advertisement.

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

#383

Post by frereubu »

bsaul wrote: post #361
mindwok wrote: post #347

It’s not my place to tell anyone how they should feel about anything, but the number of comments here suggesting people had a strong emotional reaction to this does kinda worry me. How do those of you who feel so strongly about this ad get through daily life? If I was feeling so upset about something like this, life would be pretty bad. Genuine question. EDIT: I appreciate the amount of good-faith discussion on this…

Strong emotional reaction to anything is pretty much the norm nowadays. However, i feel like apple's ad made people visualize a true deep concern about the future of art (and humanity) with regards to the recent advancements of AI. The fact that the number 1 consumer hardware company in the world blatantly acknowledge the fact that computers are going to generate every piece of content automatically in the future is…

I think this is it. Imagine if instead there was a "siphon" effect where the instruments get miniaturised / sucked into the iPad. I don't think anyone would have been upset by that. It's the crushing that's at issue, and it does touch on an anxiety around the digital experience crushing the life out of the more physical / personal engagement with music.

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

#384

Post by pquki4 »

jasoneckert wrote: post #337
lionkor wrote: post #233

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.

I thought Apple did a great job of providing an ad that makes a bold statement (which is the ultimate goal of advertising). In other words, I think Apple crushed it (pun intended).

What's the bold statement? Throw away all those things, get an iPad instead which can "do everything" and is thinner?

I thought everyone could see the absurdity in there?

For me personally, crushing an upright piano is like Apple showing a middle finger to anyone who plays on a real piano.

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

#385

Post by gsich »

mindwok wrote: post #347

It’s not my place to tell anyone how they should feel about anything, but the number of comments here suggesting people had a strong emotional reaction to this does kinda worry me. How do those of you who feel so strongly about this ad get through daily life? If I was feeling so upset about something like this, life would be pretty bad. Genuine question. EDIT: I appreciate the amount of good-faith discussion on this…

Staged outrage.

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

#386

Post by la_oveja »

mindwok wrote: post #347

It’s not my place to tell anyone how they should feel about anything, but the number of comments here suggesting people had a strong emotional reaction to this does kinda worry me. How do those of you who feel so strongly about this ad get through daily life? If I was feeling so upset about something like this, life would be pretty bad. Genuine question. EDIT: I appreciate the amount of good-faith discussion on this…

i can dislike the ad or even find it repugnant, and the moment it ends still be on with my life. last time i checked having opinions on things was not frowned upon.

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

#387

Post by rchaud »

I've never seen a commercial that could also work as Thomas Friedman's "The World is Flat" metaphor. One size fits all, indeed.

This dystopian ad is far more emblematic of Apple today than the bland Disneyfied ads they normally make.

All these arcade cabinets, vinyl records and expensive instruments are things Apple has tried to flatten into a skeumorphic touchscreen simulacrum for years.

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

#388

Post by financltravsty »

thinkingtoilet wrote: post #354
mindwok wrote: post #347

It’s not my place to tell anyone how they should feel about anything, but the number of comments here suggesting people had a strong emotional reaction to this does kinda worry me. How do those of you who feel so strongly about this ad get through daily life? If I was feeling so upset about something like this, life would be pretty bad. Genuine question. EDIT: I appreciate the amount of good-faith discussion on this…

I agree. This a the quote from the article, someone called it the "destruction of human experience". We have to be a little bit tougher than this, right?

I don't feel anything from the ad, but if you're numb to a pointed reminder of the towering tetragrammaton that ushered in perhaps the most anti-human technology we have seen (phones), then perhaps you need to be a little more open to experiencing the rawness of life.

There's no strength in disassociating from the ills of the world. Useful in short bursts, but as a default state I would say is a problem.

Now that doesn't mean the other side -- the histrionics -- are "right," but there is a balance to be found here.

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

#389

Post by madeofpalk »

mindwok wrote: post #347

It’s not my place to tell anyone how they should feel about anything, but the number of comments here suggesting people had a strong emotional reaction to this does kinda worry me. How do those of you who feel so strongly about this ad get through daily life? If I was feeling so upset about something like this, life would be pretty bad. Genuine question. EDIT: I appreciate the amount of good-faith discussion on this…

It's possible to have a negative reaction to something, but otherwise be fine. I don't think there's many people sobbing uncontrollably on the subway because they saw this ad.

All sorts of media - whether movies or books or games or ads - are designed to make some kind of reaction in the audience. Dismissing "I don't like this" as a valid reaction is also dismissing "I like this", which seems silly.

Post reply on HN