The ad, which was released by the tech giant Tuesday, shows a hydraulic press crushing just about every creative instrument artists and consumers have used over the years — from a piano and record player, to piles of paint, books, cameras and relics of arcade games. Resulting from the destruction? A pristine new iPad Pro.
“The most powerful iPad ever is also the thinnest,” a narrator says at the end of the commercial.
Apple’s intention seems straightforward: Look at all the things this new product can do. But critics have called it tone-deaf — with several marketing experts noting the campaign’s execution didn’t land.
“I had a really disturbing reaction to the ad,” said Americus Reed II, professor of marketing at The Wharton School of the University of Pennsylvania. “I understood conceptually what they were trying to do, but ... I think the way it came across is, here is technology crushing the life of that nostalgic sort of joy (from former times).”
The ad also arrives during a time many feel uncertain or fearful about seeing their work or everyday routines “replaced” by technological advances — particularly amid the rapid commercialization of generative artificial intelligence. And watching beloved items get smashed into oblivion doesn’t help curb those fears, Reed and others note. (...)
Experts added that the commercial marked a notable difference to marketing seen from Apple in the past — which has often taken more positive or uplifting approaches.
“My initial thought was that Apple has become exactly what it never wanted to be,” Vann Graves, executive director of the Virginia Commonwealth University’s Brandcenter, said.
Graves pointed to Apple’s famous 1984 ad introducing the Macintosh computer, which he said focused more on uplifting creativity and thinking outside of the box as a unique individual. In contrast, Graves added, “this (new iPad) commercial says, ‘No, we’re going to take all the creativity in the world and use a hydraulic press to push it down into one device that everyone uses.’”
In a statement shared with Ad Age on Thursday, Apple apologized for the ad. The outlet also reported that Apple no longer plans to run the spot on TV.
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Tor Myhren, the company’s vice president of marketing communications, told Ad Age. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”
by Wyatte Grantham-Philips, AP | Read more:
Image: Apple/YouTube
[ed. Missed the mark? What mark was that? Unintentially revealing where they think technology is headed and how blinded by hubris and profit they are? See also: Watch Apple Trash-Compact Human Culture (Atlantic):]Here is a nonexhaustive list of objects Apple recently pulverized with a menacing hydraulic crusher: a trumpet, a piano, a turntable, a sculpted bust, lots and lots of paint, video-game controllers.
These are all shown being demolished in the company’s new iPad commercial, a minute-long spot titled “Crush!” The items are arranged on a platform beneath a slowly descending enormous metal block, then trash-compactored out of existence in a violent symphony of crunching. Once the destruction is complete, the press lifts back up to reveal that the items have been replaced by a slender, shimmering iPad.
The notion behind the commercial is fairly obvious. Apple wants to show you that the bulk of human ingenuity and history can be compressed into an iPad, and thereby wants you to believe that the device is a desirable entry point to both the consumption of culture and the creation of it. (The ad is for the latest “Pro” model of the iPad, the price of which starts at $999 and goes as high as $2,299, depending on its configuration.) Most important, it wants you to know that the iPad is powerful and quite thin.
But good Lord, Apple, read the room. In its swing for spectacle, the ad lacks so much self-awareness, it’s cringey, even depressing. This is May 2024: Humanity is in the early stages of a standoff with generative AI, which offers methods through which visual art, writing, music, and computer code can be created by a machine in seconds with the simplest of prompts. Apple is reportedly building its own large language model for its devices, and its CEO, Tim Cook, explicitly invoked AI in his comments about the new tablet—the iPad Pro features, he said, an “outrageously powerful chip for AI.” Most of us are still in the sizing-up phase for generative AI, staring warily at a technology that’s been hyped as world-changing and job-disrupting (even, some proponents argue, potentially civilization-ending), and been foisted on the public in a very short period of time. It’s a weird, exhausting, exciting, even tense moment. Enter: THE CRUSHER. (...)
There is about a zero percent chance that the company did not understand the optics of releasing this ad at this moment. Apple is among the most sophisticated and moneyed corporations in all the world. (The company did not respond to a request for comment.)
But this time, it’s hard to like what the company is showing us. People are angry. One commenter on X called the ad “heartbreaking.” Three reasons could explain why. First: Although watching things explode might be fun, it’s less fun when a multitrillion-dollar tech corporation is the one destroying tools, instruments, and other objects of human expression and creativity. Second, of course, is that this is a moment of great technological upheaval and angst, especially among artists, as tech companies build models trained on creative work with an ultimate goal of simulating those very people’s skilled output. It is easy to be offended at the ad’s implication, and it is easy to be aghast at the idea that AI will wipe out human creativity with cheap synthetic waste.
The third-order annoyance is in the genre. Apple has essentially aped a popular format of “crushing” videos on TikTok, wherein hydraulic presses are employed to obliterate everyday objects for the pleasure of idle scrollers. Arguably, the company thought that copying this specific motif would be fun, but something is grim about Apple trying to draft off a viral-video format to sell units. It’s unclear whether some of the ad might have been created with CGI, but Apple could easily round up tens of thousands of dollars of expensive equipment and destroy it all on a whim. However small, the ad is a symbol of the company’s dominance.
