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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'

#391

Post by heresie-dabord »

Rinzler89 wrote: post #299
hartator wrote: post #268

I think the part that was really upsetting is they crushed real good objects. After all of that talks about climate friendly. They could have crushed 3D renderings and up the clip with “rendered on iPad. No harm was done on real objects.” And that would have been a good ad.

>I think the part that was really upsetting is they crushed real good objects. After all of that talks about climate friendly. Considering how much global e-waste and environmental damage, companies like Apple(and others of their size) are responsible for with their products, destroying a few objects for an ad is like spitting in the ocean in the scheme of things. People complaining about the waste generated from thi…

> destroying a few objects for an ad is like spitting in the ocean in the scheme of things.

I understand your point but the greater irony of the expression is that, at scale, our spitting (flushing, dumping, spewing) into the ocean has created an ecological disaster.

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

#392

Post by zitterbewegung »

yareal wrote: post #109
zitterbewegung wrote: post #10

I thought the ad was great but to actually have to apologize for it ?? I am a self admitted Apple fanboy but while I don’t see eye to eye on this I really don’t see the offensiveness . But in the grand scheme of things it might sell more iPads due to the Streisand effect.

Imagine something you care about, maybe a family dog. Now put it in a hydraulic press. Cut back to "Nintendogs now available!" For many, musical instruments and artists tools carry not just their functional nature but a spiritual or cultural identity. A piano isn't just a box with some metal strings inside, it represents something. That guitar could have been played, instead it's destroyed. The as is also needlessly…

I get what they were trying to do which is “the iPad can do all of this and it is thin”. I think I don’t have the personality to have a personal relationship with artist tools …

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

#393

Post by adverbly »

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!"

Agreed.

Its not Apple's style, but they could have opened the ad with some cringe fake scientists discussing how to shrink and/or combine and/or smush music, books, art, etc together. And then at the end show them excitedly rushing to the IPad as if they've solved everything.

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

#394

Post by deaddodo »

PedroBatista wrote: post #369
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…

We are in a age where most interactions are supercharged with melodramatic theatrics. Not to dunk too much on the artistic community, but when it comes to these 4 day dramas all the over the top adjectives are applied. Very eloquent but the feelings most of the time aren't even real. It's a performance.

Not to mention, and this is something I have to explain to my European friends all the time when they get all of their information on the US from it's media, Americans speak in hyperbole all the time. It's how they talk to each other ("omg, you're my best friend", "I almost died", "That's the biggest tower I've ever seen", "People are literally dying on the streets due to private healthcare", etc), so if you read it without the context you would think this ad is the worst thing in the world.

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

#395

Post by hnaccount_rng »

mc32 wrote: post #322
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.

Apple is too skittish. There’s no reason to apologize. It’s taking the ‘crushing carbon into diamonds metaphor’ and using it for their product. In the beginning it looks over the top, ‘ultra violent’, but then it becomes a metaphor for how they view their product. Now, sure, it’s preposterous to think that this diamond of a thing can be as good as all the real objects it replaces, but that’s advertising.

I don't know whether they have a reason to apologise or not. But... this ad is not doing what they wanted it to do. It's too heavy handed, it's too weak in its value proposition. It's just a bad ad. Compare it to the original introduction of the iPhone. Jobs just stated "we build a new phone, a new iPod and a new ?calendar?" [0] repeated that 5 times and asked "Do you get it?". The (implicit) statement was "you won't need any of those again". This message is what they aimed for with that ad. But instead of the (admittedly arrogant) prediction "YOU won't want any of those anymore", they went for "you can't use the other stuff anymore" [1]. And that just makes them look far, far weaker than e.g. the iPhone intro

[0] not sure about the last one [1] In German we'd say "alternativeless", which has a nice set of negative connotations nowadays

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

#396

Post by hydroreadsstuff »

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 tell you that I watched the recording, cringed for a few seconds and skipped it, and moved on with my life. After the outrage, revisiting my 3 seconds of feelings, I tend to agree that destroying nice things isn't a great thing to do in an ad.

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

#398

Post by tejohnso »

It's en vogue to elevate your personal negative experiences above all else, and to make them known as publicly as possible. It's not always honest. You can go online and rage about how offended you are about something, and then ten seconds later be laughing about whatever nonsense tiktok decided to show you. It's disingenuous theatre for social media points.

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

#400

Post by pquki4 »

thih9 wrote: post #280

> missed the mark It didn’t! It is a good clip. It accurately shows how tools are being replaced with digital and cloud. It’s a violent process and precious things get destroyed along the way. It totally hit the mark. But true, it doesn’t make people want to go grab an ipad, so I get why they don’t want to use it.

> It accurately shows how tools are being replaced with digital and cloud.

No it doesn't.

Throwing away all other sentiments, I really would like to see a 100lb digital piano replacing a 500lb upright piano while keeping its action, feel and sound, if not a grand piano. That hasn't happened yet, not even remotely, after all these years of technology advancenent. Anyone who is serious in learning and performing piano would be doing that on a real piano. And of course iPad isn't even in the conversation -- what can you do with a touch screen?

Which is exactly why I find this ad ridiculous.

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