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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'

#502
post #95

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

Yeah, a single piano is like a portal to another world manifested by beautiful, expressive music. Possibly a life-changing object for a person (or even a whole family) to receive one in their home. It's an insult to the arts to suggest that an iPad is somehow the distillation of that. Nothing surprises me anymore, but it is still disappointing to see such a tone-deaf creation from a company that has been so closely a…

There is nothing inherent in a piano that can't replicated by a keyboard.

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

#503

Aside from the destruction of low-tech artistic tools triggering non-tech people aspect, tonally the ad was also overly edgy, which is off-brand for Apple. As noted elsewhere, it felt like a video game commercial from the '90s: gratuitous in its attention-seeking. https://twitter.com/cuniiform/status/1788013085392859171 And it's actually already been done before, by Nintendo: https://twitter.com/rsnous/status/1788047…

> Aside from the destruction of low-tech artistic tools triggering non-tech people aspect...

604 comments on this HN post (at the time of writing this), the bulk of which appear to be opposed to this video, and you're trying to tell me that tech folk aren't, to use your word, "triggered"? C'mon now.

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

#504

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…

Nah, it's not exactly like that. I get through regular life okay, but this a $1T company with hundreds of billions in cash, profit driven, using child labor in China indirectly, and engaging in walled-garden policies makes it worse. They make all these gadgets that replaces incomes from many manufactures and puts it on a single hand. That's bad enough. Now, they destroy all these beautiful things- a piano, a guitar,…

I think you got very close to the real issue.

One aspect could bae related the affordability of things. Imagine that beautiful grand piano - how many would have dreamt of owning one in their homes but can’t. Because:

a) they are expensive

b) need a lot of space (so you need to have a big home to begin with)

Seeing a lot of new things being destroyed, along with the stress all emoji’s eyes popping out, was a bit much.

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

#505
post #2

to me that ad screams “i will squish all your humanly creativity into this faceless slate”.

20 years ago people were amazed that your phone, mp3 player, calendar, email and 100 other things were all in one device. Now it's dystopian.

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

#506
My initial reaction to the ad, upon watching it in the launch event was "huh, that's a fun reference to the Hydraulic Press Channel". The slapstick elements (trumpet noise, squishy balls) made it come across as light-hearted, rather than an ominous display of force by a large company crushing artists' tools.

This idea of 'squashing all these tools down to a thin slab of glass' made sense given their somewhat unusual focus on the thinness of the device. It was a bit of a throwback to the early 2010s smartphone innovation, where the size of the devices was the yardstick by which manufacturers would outdo each other. I would charitably interpret it as an uninspired marketing team trying to spin some version of Jobs' classic "the iPhone is simultaneously an iPod, phone and internet device" - however the party trick is old, and nobody's impressed anymore.

Perhaps the blowback is a sign of a wider weariness that people have accumulated towards big tech companies over the past few years, mixed with a nebulous malaise about 'AI' and what it means for the status quo and people's livelihoods.

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

#508

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…

Hyperbolic internet rhetoric has resulted in the need to phrase everything as if you're a psych ward patient who cries when it rains because the sky is sad. If everything is a pitched battle between good and evil, anything less than screaming and beating your chest is weakness in the face of existential threats. The squeaky wheel gets the grease so everyone is squealing as loud as they can. Textual histrionics from people laying on their couch or sitting on the toilet staring at a little screen.

It's the same as typing "ROFL LMAO" when you actually just lightly exhaled through your nose.

It's infantile and distracts from "meaningful discourse". They're allowing themselves to be seriously psychologically manipulated (or are playacting along with it), but it just happens to be in a negative way this time.

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

#509
post #169
post #95

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

Exactly, you need to have a seriously good argument to backup crushing a piano

https://youtu.be/QvW61K2s0tA

How about OK Go exploding tons of guitars?

Making video art is more than a legitimate reason to destroy props. This feels like a silly discussion.

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

#510

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 strongly disliked the ad. I also get through my days just fine. I don’t understand the insinuation that people who disliked it must be somehow unable to navigate daily life. Here’s why I disliked it: I’m one of those people who finds themselves concerned and sometimes sad at the erosion of the humanity in art. Social media and AI are changing the nature of artistic expression in a way that often feels destructive.…

Someone "fixed" the ad by reversing it, and the result is much better.

https://twitter.com/rezawrecktion/status/1788211832936861950

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