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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'

#661

Post by danjoredd »

citizen_friend wrote: post #582
yousif_123123 wrote: post #530

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.

Im not a skeptical agnostic materialist, but those objects were far from being cheap. Those instruments cost thousands of dollars each. The arcade cabinet as well(there aren't exactly a lot of those left).

The entire point of the ad is that the entire human creative experience is consolidated into the ipad, which is a pretty dystopian way of looking at things. Even if you ignore the cost and rarity of these items, the symbolism is pretty horrible.

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

#663

Post by elzbardico »

That people think this is a real press, that this bunch of objects in a real press would behave exactly like that, shows how our society is increasingly disconnected from the real, physical world and have no fucking idea of how a factory looks like.

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

#665

Post by jader201 »

pquki4 wrote: post #400
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…

> 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.

I get the impression that you’ve not played a digital piano lately.

While purists will definitely not touch an electric, most casual players — and especially beginners — will be fine with, and are buying — and preferring! — a good electric piano over a grand or even uprights these days.

I wanted a grand myself for years, but couldn’t justify the cost or space consumption of a grand.

We’re now the happy owners of a Roland FP10, and it’s great! The sound, IMO is amazing, and about as close as an electric can get to the real thing.

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

#666

Post by chefkd »

hbosch wrote: post #642
havblue wrote: post #630

I'm trying to put a pin in exactly why this is offensive. Yes, you do lose fidelity in digitizing an analog signal, but I don't think that's exactly the problem. I think it's related to the fact that an ipad isn't just a tool. It's a branded consumer product that has a (relatively) short lifespan. When Apple Corp decides that the device will no longer be supported, it will crease it function. So buying a tablet isn't…

>I'm trying to put a pin in exactly why this is offensive. While the corporate read of this would be "look, we've crammed all this cool stuff into an impossibly thin device!", which was probably the marketing pitch... the subtext of an ad like to most regular people is "we are here to destroy and replace everything that you already love".

That's what is confusing a little bit I wonder if people said that about horses when they were replaced by cars isn't the one thing that's constant in this world change? A whole ecosystem that relied on horses being the main mode of transportation died

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

#667

Post by wouldbecouldbe »

toyg wrote: post #560
yousif_123123 wrote: post #530

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…

No need to destroy. They could have definitely merged the items like a rainbow melting all into the iPad. Those visuals are pretty common.

That would have have looked nice, but it wouldn't have touched people.

This is very graphic and elicits a much stronger emotion. I think that's why it was chosen.

The irony is that it know kind of feels like more honest then it's supposed to be, digital tools crushing tradition artistry.

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

#669

Post by [deleted] »

colechristensen wrote: post #646
havblue wrote: post #630

I'm trying to put a pin in exactly why this is offensive. Yes, you do lose fidelity in digitizing an analog signal, but I don't think that's exactly the problem. I think it's related to the fact that an ipad isn't just a tool. It's a branded consumer product that has a (relatively) short lifespan. When Apple Corp decides that the device will no longer be supported, it will crease it function. So buying a tablet isn't…

It’s offensive because the message is “we want to destroy all of these real things and replace them with a simulation that we sell you”. Apple is trying to kill the competition and the competition are now the people who make paintbrushes, violins, etc etc. With more and more things being mass produced, simulated, and faked, people increasingly value things that feel “real”. Apple with this add is explicitly claiming…

[deleted]

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

#670

Post by some_random »

maxrobeyns wrote: post #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…

I think the big thing here is that if you don't have an attachment to any of the items being crushed you probably don't feel as strongly. If you're a trumpet player, seeing a trumpet being crushed is going to be a bit distressing. If you're a photographer, you're putting a monetary value on those lenses being destroyed. If you're into old arcade machines, you're thinking about how many of those cabinets are left in that good of a condition.
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