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Earlier quoted context omitted.
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.
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…
Re: the Pokémon commercial, I feel like the Apple commercial put way more focus into the actual destruction of the instruments… Like, a lot of its runtime was spent on actually showing each thing getting destroyed individually, so it has a completely different energy compared to the silly Pokémon one It’s like if the Pokémon one showed each Pokémon getting crushed with splattering and gore…
I didn't like the ad. I think the people creating it wanted to imply that it's as if they took all these things and put it in an iPad, where you can still achieve all the creativity while carrying a thin device. I don't think it's impossible to convey that message without destroying instruments and creative tools that are precious to so many. Maybe if they had made the animation very fast it would've appeared as a jo…
If you think of yourself as skeptical, agnostic, materialist. I don’t understand how you can be upset about cheap in-animate objects get destroyed for an entertaining video.
I didn't like the ad. I think the people creating it wanted to imply that it's as if they took all these things and put it in an iPad, where you can still achieve all the creativity while carrying a thin device. I don't think it's impossible to convey that message without destroying instruments and creative tools that are precious to so many. Maybe if they had made the animation very fast it would've appeared as a jo…
The original idea is sound: "we are squeezing all tools into the iPad". The problem is that you can't squeeze an object without resorting to animation. So instead they went for crushing , which carries destructive undertones. A lot of people have strong emotional attachments to objects like pianos and vinyl players; destroying them is a powerful trigger. If this had been done with animation, with some djinn magically…
i didn't think it was a great ad but they certainly don't owe anybody an apology. besides, i guarantee that there's no overlap at all in the venn diagram of people complaining about it vs potential ipad pro buyers.
If you think Apple didn't owe anybody an apology then you don't know how corporate world works in competitive free markets.
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…
People are mad when you crush their dog because it feels pain and experiences things and has some sense of self, things that inanimate objects cannot have. Not because they no longer have a dog or because of their emotional connection to that particular dog.
Perhaps a better analogy would be putting the corpse of an already deceased family dog in the hydraulic press but that isn’t too dissimilar from cremation.
Probably best to avoid the crushing dogs analogy all together.
Missing from this extremely short and underreported article is how badly this played out in Japanese market. The culture they have states that musical instruments, creative tools have some energy and imbued sense of spirit to them. So destroying these elements of culture is really really blunt and gauche to them. The majority of the push back came from Japanese people, and then artists empathizing with their sentimen…
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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…
I think you hit it on the head. It's not so much anger about seeing a piano or a trumpet get crushed but more about the symbolism of it. Which, I think is definitely tone deaf on Apple's part.
The fact is, artists, developers and many people from all walks of life are terrified of what AI will mean for their jobs and their livelihood, and also, afraid that it cheapens everything they've spent all their life learning and mastering.
There's definitely a lot of pent up fear and/or hatred for it bubbling at the surface for many people and this commercial just kind triggers those feelings.