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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'

#841

Post by rideontime »

_zoltan_ wrote: post #818
edkennedy wrote: post #28

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…

Do you know if it aired in Japan as an ad? If not, then I am not sure what you're talking about.

It aired on the Internet, which is available in Japan. You can see some examples of backlash from Japanese people in the replies to this tweet, if you have a twitter account. https://twitter.com/tim_cook/status/1787864325258162239

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

#842

Post by zeteo »

fl0ki wrote: post #783
some_random wrote: post #670

Earlier quoted context omitted.

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 t…

So if you own a house or car then it's distressing to see one destroyed in a movie? Both of those cost much more than a trumpet, and for many people are more personal and unique, but somehow most people manage to keep their eyes on the screen.

If I saw a house, that looked like the one where I grew up, being cheerfully destroyed to build a Walmart parking lot, yes I might get a little distressed. It would certainly not improve my opinion of Walmart.

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

#843

Post by spandrew »

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…

Yeah — I liked it in general. But can completely see why artists would hate the concept of a giant weight crushing the artistic object that has fueled their life-long obsessions.

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

#844

Post by kragen »

fl0ki wrote: post #783
some_random wrote: post #670

Earlier quoted context omitted.

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 t…

So if you own a house or car then it's distressing to see one destroyed in a movie? Both of those cost much more than a trumpet, and for many people are more personal and unique, but somehow most people manage to keep their eyes on the screen.

if a car is like a tool that you tolerate in order to get to work, then no, you might even enjoy the recording of the enactment of a revenge fantasy you can't afford

if you spend your weekends polishing your car, buying aftermarket addons for it, modifying it, and/or considering which car to save up for next, then yeah, it's gonna fucking hurt if you watch a movie and see them blow up a car like the one you long for, especially if you think they did it for real instead of using cgi. and that's true whether that car is a lamborghini countach or a low rider

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

#845

Post by colmmacc »

The iPad updates are 'meh', as is the whole line-up. This comes after the Vision Pro launches to a fizzle, and resorting to a massive share buy back to hold the stock value. In the last week I've seen more articles about Tim Cook succession than in all the time before. I bet inside Apple things feel they might need every bit of help to push revenue.

This ad has gotten Apple and the iPad an incredible amount of free media coverage; and they waited a few days for the apology ... which will now go on to do exactly the same. This seems like a very very successful campaign.

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

#846

Post by lolinder »

fl0ki wrote: post #783
some_random wrote: post #670

Earlier quoted context omitted.

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 t…

So if you own a house or car then it's distressing to see one destroyed in a movie? Both of those cost much more than a trumpet, and for many people are more personal and unique, but somehow most people manage to keep their eyes on the screen.

This comparison falls wildly short and completely misses OP's point.

Many people own cars, but only a small number of people are deeply into cars, and for one of those people I can definitely see a vintage car getting destroyed on screen causing a negative emotional reaction.

Many people own homes, but it's their own home that they get really attached to, not the abstract concept of a home.

My wife is a lifelong, fervent string musician and I have been with her in a film where she shouted out in pain when a string instrument was brutally destroyed. OP is talking about having that kind of attachment to an artform, not about causal ownership of objects.

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

#847

Post by numpad0 »

fl0ki wrote: post #783
some_random wrote: post #670

Earlier quoted context omitted.

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 t…

So if you own a house or car then it's distressing to see one destroyed in a movie? Both of those cost much more than a trumpet, and for many people are more personal and unique, but somehow most people manage to keep their eyes on the screen.

https://www.military.com/off-duty/why-us-troops-blew-uday-hu...

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

#848

Post by TheRealNGenius »

some_random wrote: post #670
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 t…

[dead]

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

#849

Post by atmosx »

__turbobrew__ wrote: post #700
some_random wrote: post #670

Earlier quoted context omitted.

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 t…

I don’t think it is healthy if you are emotionally distressed seeing a trumpet being crushed.

> I don’t think it is healthy if you are emotionally distressed seeing a trumpet being crushed.

My first thought was the exact opposite: watching the specific ad without being distressed, shows an emotionally damaged human being. Especially the last part where the toy gets crashed screaming is really messed up.

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

#850

Post by alex_young »

I don’t understand the outrage. Does anyone seriously think an iPad is going to replace a trumpet or a piano?

If you went out for dinner at a jazz place, would you accept the entertainment being someone fiddling with an iPad?

Somehow I don’t think musicians have much to worry about.

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