Hacker News Board Hacker News, browsed like a classic message board
Live data from Hacker News

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

theverge.com

Post reply on HN
Print view View original

891–900 of 1001 posts

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

#891

Post by pc86 »

kenjackson wrote: post #879
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…

This outrage feels so manufactured. I'm a huge basketball fan, coach, ex-player. If they included a basketball in the ad my thought would've been "yeah, you can play NBA2k on it". I'm not mad about the destruction of a single basketball. I don't feel like its disrespect to the game. It's showing that this single device has captured elements of basketball into a small form factor. As you note this may hint at a larger…

Look at the replies to the original tweet, it's all as you say completely manufactured outrage. Perpetually-online wannabe influencers with 70 followers talking about how it's "problematic." Maybe it has to do with Big Tech, I don't know but that sounds like it could be it.

Regardless, it's absolutely ridiculous.

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

#892

Post by quartesixte »

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…

My initial reaction was the opposite — “wow they are kind of late to the hydraulic press channel hype. That’s odd.”

For a company that has always prided itself on having strong marketing chops, this felt out of character. And perhaps a sign of the general change in culture and standards at Apple.

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

#893

Post by barfbagginus »

__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.

Then hopefully you won't feel emotionally distressed when queer automated communism comes and crushes capitalism, uwu

Hopefully you'll help!

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

#894

Post by Nition »

hot_gril wrote: post #785
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…

It's simply uncomfortable to see a lot of valuable creative tools being slowly destroyed for no reason, especially a piano. I'm not even thinking about the symbolism.

I thought it was obvious that the entire ad is CGI. Nothing really breaks how it would. When the top of the piano breaks, all the dampers magically fall off.

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

#896

Post by theonething »

pc86 wrote: post #891
kenjackson wrote: post #879

Earlier quoted context omitted.

This outrage feels so manufactured. I'm a huge basketball fan, coach, ex-player. If they included a basketball in the ad my thought would've been "yeah, you can play NBA2k on it". I'm not mad about the destruction of a single basketball. I don't feel like its disrespect to the game. It's showing that this single device has captured elements of basketball into a small form factor. As you note this may hint at a larger…

Look at the replies to the original tweet, it's all as you say completely manufactured outrage. Perpetually-online wannabe influencers with 70 followers talking about how it's "problematic." Maybe it has to do with Big Tech, I don't know but that sounds like it could be it. Regardless, it's absolutely ridiculous.

Agree. All this hubbub over nothing. People today are too fragile, enjoy outrage or both.

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

#897

Post by jwoq9118 »

pc86 wrote: post #891
kenjackson wrote: post #879

Earlier quoted context omitted.

This outrage feels so manufactured. I'm a huge basketball fan, coach, ex-player. If they included a basketball in the ad my thought would've been "yeah, you can play NBA2k on it". I'm not mad about the destruction of a single basketball. I don't feel like its disrespect to the game. It's showing that this single device has captured elements of basketball into a small form factor. As you note this may hint at a larger…

Look at the replies to the original tweet, it's all as you say completely manufactured outrage. Perpetually-online wannabe influencers with 70 followers talking about how it's "problematic." Maybe it has to do with Big Tech, I don't know but that sounds like it could be it. Regardless, it's absolutely ridiculous.

I am personally refreshed reading through the comments here and seeing a nuanced, rational response to the ad rather than the manufactured outrage you mentioned.

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

#899

Post by yieldcrv »

kenjackson wrote: post #879
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…

This outrage feels so manufactured. I'm a huge basketball fan, coach, ex-player. If they included a basketball in the ad my thought would've been "yeah, you can play NBA2k on it". I'm not mad about the destruction of a single basketball. I don't feel like its disrespect to the game. It's showing that this single device has captured elements of basketball into a small form factor. As you note this may hint at a larger…

Apple is 100% engagement farming

but I don't think it was planned they are just capitalizing on the free algorithm marketing by catering to the loud voices on tiktok, x and threads

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

#900

Post by because_789 »

kenjackson wrote: post #879
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…

This outrage feels so manufactured. I'm a huge basketball fan, coach, ex-player. If they included a basketball in the ad my thought would've been "yeah, you can play NBA2k on it". I'm not mad about the destruction of a single basketball. I don't feel like its disrespect to the game. It's showing that this single device has captured elements of basketball into a small form factor. As you note this may hint at a larger…

Interestingly, basketballs are designed to be as standardized and replaceable as possible (so there’s no question about whether they affected the game.) Whereas musicians do not think of instruments that way. Nor photographers and their cameras, etc. The reaction might be specific to artists. They’re represented on HN, but not as much as non-artists, I bet.
Post reply on HN