The irony in the ad was monumental. Apple crushed perfectly working objects of creativity that would have lasted for decades and some even centuries for an iPad that will become e-waste in 5–10 years.
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'
#772Serious question: Did anyone already want to buy an iPad, but the ad made them not buy it in protest? I don't have the data, but I don't expect this to be very common. I don't watch TV ads and if it wasn't for the controversy I probably wouldn't have known it even existed. Either way, I would choose based on specs and reviews, not whether an ad had the right subtext.
if anything the controversy increased sales. I watched the ad and thought it was pretty cool
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#773That ad is the most cringy ad I've seen for a long time, which is a hard bar to clear. It makes me physically uneasy.
And if you analyze it, it says "no matter who or what you are, a giant corporation would crush you and put you inside a very small shiny metal box, and you better like it".
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#774This ad said the quiet part out loud about what the average technologist thinks of the average liberal arts pursuit. It just had to manifest as an ad from an insulated marketing dept for it to finally happen “in the open.” No surprises, and it was nice to see it out stated clearly.
It's hard to remove this ad from the context of the current market for artistic services, which have always been undervalued by non-artists (eg: "give me this for free so you get exposure!"), which is under assault from AI startups that think they're making the world better by killing the most human parts of our economy. Artists are really being stung by AI right now. And Apple, ostensibly the darling tech company fo…
Not sure (well I am sure given the audience) why you’re getting downvotes… other than it’s a bitter pill for engineers to swallow that the creative arts industry which eng culture tries to simultaneously love/emulate/crush economically hates engineers and tech culture in return for this multi-decade attitude. Even in the face of “hey but I use XYZ tech for art, that’s not true!” that tend to pop up.
You are spot on, and the ad, and it’s humorous “wait they hate us?” counter-reaction/confusion in reaction to feedback about encapsulates it all well.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#775I 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…
They probably figured it would be really strong imagery to see the items being physically crushed in a giant press. It definitely invokes feelings, but not good ones.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#776Classic "Someone should be offended", yet one one is.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#777This ad said the quiet part out loud about what the average technologist thinks of the average liberal arts pursuit. It just had to manifest as an ad from an insulated marketing dept for it to finally happen “in the open.” No surprises, and it was nice to see it out stated clearly.
Considering the NYT tells us every single day what the average liberal arts pursuit thinks about the average technologist, I won't worry too much about that.
Worry about what? I’m pointing out that it’s nice for tech to finally be honest about the view and get a deserving reaction in return after decades of self-congratulation.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#778An ironic way to say “Our devices are good. Put them down and go and play outside before the world around you disintegrates while you were distracted.”
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#779I'm still waiting for the apologies for:
- dumbing down mac os to make it more ios like (where's my location manager in Sonoma?)
- having too low default ram in the base models (that one should be obvious)
- the thinness fetish (isn't it enough that the iPad Pro has the M4? why did they spend development resources to also make it the thinnest ever?)
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#780I 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…
This exactly. There are many other ways to express "squeezing into one" but both bizarrely and shockingly Apple (or whichever ad agency) went for "crushing with hydraulic press" instead. How did everyone miss on the negative undertone before this ad was released?
Could be extrapolating this incident too much but it feels it encapsulates the transformation of Apple from this quirky, unconventional upstart into a monopolistic leviathan the past 2 decades. There's also a sense of hubris at suggesting your single electronic device can replace all those creative tools.