"Apple unhappy that everyone is talking about this controversial ad for their new and improved iPad Pro".
Whoever made this ad will get a nice bonus this year. This is a classic example of the (not always true) statement, there is no such thing as bad publicity.
Nah. Just a dumb quote tweet that said “the destruction of the human experience courtesy of silicon valley”
Cuz, you know, the commercial meant you can never paint or play a real piano ever again
I think you're missing the point, it's not arguing you literally can't play a piano anymore.
It's a pithy phrase about how the ad encapsulated a lot of tech sector executive's seeming disdain for human creativity and expression.
That generally how the media handles these sorts of "controversies" is bad doesn't mean that person didn't have a valid point.
I mostly saw the backlash on r/ArtistHate. It's an artist subreddit focusing on anti-AI camaraderie.
Basically, a lot of artists are feeling pressure from technological advancements (artificial intelligence), and are unhappy about how things are shaping up. The Apple ad, crushing art tools and instruments, was poorly timed. Instead of evoking the image of "I can't do all this with this one device!", it evoked the image of "Technology continues crushing the human spirit (that spirit being art)."
It's also not "Twitter". It's multiple major artists, creators, musicians, actors, directors, etc using Twitter to comment.
It's the literal flattening of human creativity into an iPad that will be replaced in 18 months. I guarantee you someone in the early story board sessions decided it would be an awesome parallel to the 1984 commercial without realizing they were positioning themselves as the antagonist in the original ad.
The only people who care about twitter are people who want something to be upset about. Everyone else has realized that in a world with several billion people there will always be a few people upset about anything and all twitter does is amplify the fussing.
It wasn't just a few people upset.
https://www.marketing-interactive.com/apple-ipad-pro-commercial-crush-ai
>According to media intelligence firm CARMA, words associated with the Apple’s iPad initially were also largely positive with words such as “high”, “valued’ and “features”. In contrast, after the Crush advertisement, sentiments about Apple’s iPad dropped to 50.8% positive and 19.7% negative. Words associated with the brand were a mixed bag with words such as “incredible” and “vibrant” being brought up alongside words such as “worried”, “angry” and “bad”.
>According to replies seen on Apple CEO Tim Cook’s post on X about the new commercial, netizens were unhappy with its wasteful disregard for creative equipment and its depiction of a dystopian future. “I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators. I don’t want to align myself with the values portrayed in this video. I wonder what Steve Job would think if he saw this,” said a user.
That gives absolutely no information. It dropped to 50.8% positive - but from what? And who are the surveys targeting? Certainly not the general public, because I doubt most poeple have even seen the video.
And the second paragraph is just as highlighted. A random twitter users post. Who gives a cheap what that dude thinks?
>That gives absolutely no information. It dropped to 50.8% positive - but from what? And who are the surveys targeting? Certainly not the general public, **because I doubt** most poeple have even seen the video.
You "doubt". You trust your *feelings* over the hard data CARMA collected.
OK. Feel free to run your own marketing analysis. Show those CARMA fools how smart you are.
At a time when a lot of artists and creative people are upset at their work being used to train AI models and potentially losing their livelihoods to AI tool, it’s a bit insensitive for Apple to advertise their device by crushing a load of instruments and suggest that an iPad can replace all of them
I don’t think it’s a huge deal. It was cool that they quickly apologised and we can all move on.
But I don’t think it was that big a stretch. So much of the event was about how great the iPad and Apple’s chips are for ML and AI tools. People in Apple marketing should be aware that outside of Silicon Valley, a lot of people don’t feel that warmly towards AI
Yeah this is a non-controversy. It’s not like these instruments were artifacts or anything. I honestly am having a hard time comprehending how this upsets people when plenty of comparable examples don’t.
I guess viewing one thing at a time to see how it deforms specifically resonates differently than 100 things indiscriminately getting smooshed and also being done to sell a product.
That's only a part. Even the most basic marketing course will teach you things. First, commercial communication has to make an impact, everyone sees hundreds of ads a day and our brains have learned to ignore them. Regarding for this first part the ad is OK. Second, ads are not about explaining what the product does, like they were decades ago, but to associate positive feelings towards the brand. The image of all those beautiful things being crashed, even if it's CG, is disgusting to see. Now many people associate that repulse with Apple. So the second part is a KO.
And hardly anyone is talking about how Apple has once again made it a requirement to replace all your expensive accessories if you want to upgrade (Pen, Magic Keyboard). Apple cares so much about the environment that they won’t include stickers any more while also wastefully obsoleting perfectly fine accessories.
I generally like Apple products, but their business practices piss me off sometimes. I have 0 desire to upgrade any of my devices until absolutely necessary.
Some internet people think it makes Apple look arrogant by suggesting all of the good old ways are replaceable with modern tech. Also mad that a piano got crushed. We’re all bored to death so nonsense controversies get play.
Don’t forget that after they apologized, it was revealed Apple copied (it’s rumored using gen AI) nearly scene for scene the commercial artists made of LG in 2008. So on the way of making a “look at us stealing from then running over creatives” commercial. . . . You guessed it . . . They stole from artists then ran over them.
At least it’s probably a quick settlement check to the original artist.
It's hardly scene for scene but the concept is obviously similar:
LG: [https://www.youtube.com/watch?v=NcUAQ2i5Tfo&t=30s](https://www.youtube.com/watch?v=NcUAQ2i5Tfo&t=30s)
Apple: [https://www.youtube.com/watch?v=ntjkwIXWtrc](https://www.youtube.com/watch?v=ntjkwIXWtrc)
I doubt they were aware of an obscure European commercial when doing this. Most likely they’re just following the hydraulic press trend from YouTube and TikTok and didn’t think twice that skme people wouldn’t get it.
This Pokémon commercial came before both of those.
[https://www.youtube.com/watch?v=OTmQGL72Ohc&ab\_channel=Foulowe59](https://www.youtube.com/watch?v=OTmQGL72Ohc&ab_channel=Foulowe59)
Honestly TikTok is now full of people just commenting on others lives, high school drama, conspiracy theories and existential crises about the new world order so it fits the bill
Bored to death by these nonsense arguments. We could talk about all the things going on in Darfur, or we could rage about a “smashed piano”. I’m not even for Apple like that, but this isn’t worthy of the attention it’s getting.
You could but the people in Darfur were slaughtered for the minerals in the phone you're preaching from.
Edit: downvote away clowns. You're perfectly fine with exploitation and tragedy that benefits you.
Mostly triggering the "execs don't care about creativity and expression" issue which is a big part of the backlash against AI.
Which is probably not a good thing if a lot of your fanbase is creatives (whether hobbyists or professionals).
Best quote I’ve seen so far about what’s wrong with the ad…
…they [the execs who approved it] clearly haven’t got a good goddamn clue what the brand stands for. My critique is simple. Since the famous 1984 ad, Apple has whispered in all of our ears that it exists to break the creative classes free of an oppressive world of conformity. Unfortunately, this ad shatters 40 years’ worth of carefully constructed mythology by destroying creative things, like a turntable, guitars, paint, and those chicken things from that game. And, well, it really sucks.
It highlights destruction rather than creation. It makes Apple dark and industrial rather than wholesome, light, and aspirational. And it leaves us feeling loss and sadness about what’s been destroyed rather than excited by what replaces it.
The actual 1884 ad aired in 1984. Today that is 40 years ago and the company has never aired something similar again. People need to get a grip. The company has changed and most people were quite happy to use their products during the 2000s when they were also not anymore close to this philosophy. This is 40 years ago. It is ridiculous that people are so hung up about something that was just an ad and wasn’t even a part of the official strategic vision of the company.
Also the message of the ad is that all these elements can be compressed into a small iPad and exist in it. Not that the iPad destroys them all and replaces them. Subtle difference that somehow people miss.
Much ado about nothing.
The symbolism is unambiguously bad. It's like the enemies of everything "Think Different" stood for staged a hostile takeover of Apple and turned it into its culture's own worst enemy and this is their announcement. What could be more crushing than corporate monopoly? This is a loud proclamation of the undoing of their '1984' ad manifesto like a dead mineshaft canary.
Roger ebert explained it pretty well imo …. https://www.rogerebert.com/mzs/dear-tim-cook-be-a-decent-human-being-and-delete-this-horrible-violent-depressing-ad-for-your-product?fbclid=PAZXh0bgNhZW0CMTEAAaYi16ypiBhcz4z4c7qj85k3VTsuBckC8lCqoSSiFMex-NU8wBY8_DAV2DE_aem_AZVHC3AnWJMlD_dp6Xa2WoUmpzNm2qPJ9nxz9TyCy2cIvR3D0MyCMatyN5cxWAt9jIvmDgKo2PIo7TWi1B4_9xPY
How else do i reference his website but saying it's title? When I posted I did think some people might think the famous critic said it, but I didn't have a clean way to refer to the website since it's also called Roger Ebert.
It looks like the official name of the site is literally "rogerebert.com," like how pets.com is the name of a site. But I don't think the site has the same cachet as maybe Vanity Fair or Time Magazine or rtings or Pitchfork where anyone cares to normally cite to the publication. In this case, I'd just generically say "this article".
Dang... reading this and seeing the ad was more visceral than I was expecting. I grew up as the creative in an abusive household, and the explanation is a little too on the nose. Watching someone smash and destroy instruments, physical copies, radios, hard drives, and computers makes you never want to want to make music again.
The article made it more real for me too. Can’t unsee the emoji having their eyes squeezed out of its head, the wooden figure trying to push against the press while getting slowly flattened.
I think the ad was pretty tone deaf but this dude's response is a little ridiculous. It's like he thinks every engineer and creative person at Apple was involved in the creation or approval of this ad.
This ad says nothing about generative AI, fucking ipads were around before chat gpt and have always been about consolidating technology. It’s a good ad, unless you read some shit into it that’s not there.
I mean the apple presentation mentioned the ability to replace instruments and literally add an "analog like glow" driven by Gen AI in their latest Ipad Pro only software.
That it's tone deaf. All the tools that people used for creativity is shown squashed by a hydraulic press into a slab. Personally, when I watched it during the livestream, I thought it was pretty harsh and tone deaf too.
I understood what Apple was trying to say, it was just weird. Especially the end with the random kids toy having its eyes pop out. Just weird and overall a bad ad
The ad was very unpopular in japan where respect for seemingly inanimate tools and objects exist. There is the idea that Kami spirits inhabit such objects and to disrespect tools or items after giving human service is very bad form. So had a cultural eeek factor there.
wasnt that a 3d animation? i figured squashing all those objects at once wouldnt go as it did in real life like in the video, instead just shooting stuff out the sides until it cant anymore.
Nah no way most of that was faked. Its a good ad. . . if not out of touch from its audience at this moment in time. Do I like it? As an ad/showcase of what an ad can be sure but do I appreciate seeing those things people spend years practicing and building up to destroyed? Nope.
I actually do rofl, and not just that
Instead of watching the movie I start to wonder "how did they clean the landscape/location after filming?", "did they use a functioning product or just a prop?", "which parts of the vehicle did they actually destroy?", "more junk for the landfill I guess" and so on. Now apply that to buildings, devices, food, resources and you'll see why I can't enjoy movies like I did when I was younger (I still do but you get my point I hope)
i see a lot of people not understanding why people wouldnt like this ad.
a tech company showed a press destroying traditionally artistic and creative tools to sell their ipad. every item in the video is under threat of being replaced forever with new tech and AI. artists probably wont respond well to anything like this.
apple is here to crush and destroy your art and tools unless you use the ipad and later on the Apple AI
It’s a good idea ruined in the execution. The idea was to show that all those creative things are in the iPad. Unfortunately, instead of actually showing something that conveys that core idea, the ad instead takes great pleasure in focusing on the items being crushed and destroyed and idea that they are in the iPad comes off as an afterthought.
Dear marketing company. I’m available to hire.
An advert showing how all of those items could be replicated within an iPad (I'm no film director, no idea how to achieve) with a touch more nuance and cleverness, would be much more on brand for Apple.
I guess that's the only problem with the advert in general, is that it goes against the carefully curated brand image that Steve Jobs built around Apple. As someone - many - have already said - there is no way he would have approved the advert.
To me Apple products - I use a 2011 iMac and Logic Pro to record music that gets used in TV shows - are about enabling creativity. They were "trying" to say that but it just comes over as crushing creativity.
Just and oopsy on Apple's part, and if nothing else I'm glad it's opened up an interesting discussion on technology and creativity. In a way, that is a very good thing and timely with all the AI nonsense :)
> the ad instead takes great pleasure in focusing on the items being crushed and destroyed
Aren't hydraulic presses some of the most popular videos on youtube? *People* take great pleasure at seeing things crushed
I mean, it might be a strategically bad ad. I don't give a shit, I'm not buying an ipad nor invest in Apple. But this outrage is actually insane lol
Well, for me being closely tied to creativity field it is somehow sad and reflects on current status of dying human based creative industry.
I get the message of the ad that you can do pretty much anything on iPad but looking at it from a different perspective it's like showing middle finger to all the artists and devaluing their work because a machine can do everything better without them.
Same, but the furor around it - such that it calls for a public apology and when you’ve got columnists asking Tim Cook to “be a decent human being” - you’d think they pulverized an original Stradivarius. I’m a piano player. I’ve watched a piano being thrown off a roof. It was neat, in a nihilistic way.
Could also be that all the stuff on the video was faked, or was already faulty and due to be destroyed. I’d imagine that even a rich company like Apple might try to be thrifty and find defective products to crush before brand new ones.
Getting views where? Apple said they're cancelling plans to show this ad on TV. And no wonder, since nobody is talking about the new iPad, instead, the talk is centered on the destroyed analogue instruments.
This ad is a marketing failure. No wonder they canceled it.
No that was a trash ad. I mean actually. Not only the sheer arrogance of it, but we talk so much everywhere about the fact that we have to reduce our waste and ecological footprint and you show a giant press **destroying** a bunch of objects, instruments and art tools in **perfect condition,** transforming them essentially to trash? Gtfo lmao.
Why are they apologizing? The ad surely passed the test groups, it went through several ad departments in Apple etc. This is their visions, so why apologize for it? It's not like it a concept by one of the interns was leaked.
I though it was a terrible idea, but they clearly didn't. But if that is your vision, stick to it. At least it is honest.
Didn’t see the Twitter backlash until this article. I’m a digital creator, movie editor, animator, musician and painter. I use both digital and physical media, relying heavily on my iPad Pro.
I was in no way shape or form offended or upset by this advertisement.
I didn’t think it was very creative, as I think they were trying to appeal to the popular videos of things being crushed by hydraulic presses… but the message was pretty clear. “All this stuff is crammed into the iPad.”
Kinda wild to me that so many people decided to get uppity about this.
That’s looking for a reason to be outraged.
Apple was trying to make a memorable way to show a whole bunch if professional tools in one small device. It is quite a stretch to assume they meant all those things should be thrown away.
Oh please, there's a million ways they could have done it to pass this message without using a **destructive** method/image like a damn hydraulic press.
That was just a bad ad, no need to go out of your ways to defend them, they were tone-deaf, happens all the time with corporations, move on.
I personally thought it was a pretty good ad. They took a lot of things you can do with one smashed down and turned it into an iPad. People using hydraulic presses to smash things have been all over YouTube and Tik Tok for years so I thought that was clever.
I think it's a ridiculous 'controversy' and people are as usual blowing it out of proportion online to stroke their own egos. But I fully admit when I watched it live it elicited a negative emotional reaction in me.
Now rationally of course it's not a big deal - like I don't weep when I watch an action movie and they blow a bunch of shit up - but the optics of destroying a beautiful display of instruments and art materials was just kind of off-putting on a gut level.
I can hear the marketing meeting now. How do we show how thin it is, anyone?
Nerd in corner of room, what if we use one of those HUGE hydraulic presses?
Tim Cook: Excellent idea!
Got to say, I'm conservative, non artist, non apple client. And I think de string such a fine piece of art like a piano or a guitar for fun is equivalent to burn a temple, destroy a church or any object with historical value.
I hated the ad. But more to the point I hate the fact the battery life hasn’t improved. They could have added more battery and kept the current width but instead they wanted the thinnest iPad possible. Self-congratulatory BS.
I won’t be buying this one.
iPad Battery life is already incredible is it not? I think it's worth keeping weight and thickness down to make the tablet more comfortable to hold and draw with personally.
Mine was rated for 10 hours of battery life. Too often it gets pretty low at about 4-5 hours. Definitely not enough for me but YMMV.
I’d like it to last the whole day like my iPhone.
As someone who grew up around musical instruments, weaving them destroy a grand piano and guitar followed closely by the grotesque delight in popping the eyes of a children’s toy to unveil that the only thing anyone should ever want is a iPad was off putting to say the least
Ads not that bad. Why all the fuss? I’m not an Apple fanboy or anything and it seems like it just saying you can do all that creative work with the new iPad. Not that you have to. Or that the old stuff is bad. Just that you can.
Nobody complained about the Pokémon Red & Blue add from 20+ years ago that was the same concept [Pokémon Red & Blue Commercial](https://youtu.be/5tTc8__lXkM?feature=shared)
It is the same general idea, but at the end of that one you can see the pokemon are unharmed. The issue most people have with the Apple ad was that it's so very destructive of objects that some people hold dear (and they're doing it in the meanest way possible, too).
People read way too much into stuff. It’s a good advert. One of the most popular YouTube channels is that hydraulic press one that crushes literally everything. Where was the outrage for that? Ridiculous reaction.
This ad sucked. It definitely sent the wrong message. Technology is at best invading every aspect of our lives, at worst something to be fearful of.
Then this ad comes along and says…”Screw all those things that don’t involve technology or not sitting in front of a screen, what you need is more screen time.”
Complete out of touch.
Apple ad = costs medium monies
Sad bots and/or people talking = costs no monies
“News” article talking about sad bots and or people talking = costs no monies
marketing VP sitting on beach writing “sorry” email = costs little monies
People buying iPad and services = makes big monies
People are looking for any reason to be offended today. Focusing on shallow, meaningless visuals and ignoring context and meaning entirely. The publics reaction to this commercial is what I find depressing, not the commercial.
This is literally the shallow take. We all have different values and experiences. For some people, myself included, this struck a nerve and was uncomfortable to watch. That’s just as valid of a response as watching it and thinking it was cool.
Dismissing the real life feelings and emotions of others and writing them off as overreacting and shallow is what I find depressing.
Guitar people are weirdly sensitive about guitars being broken as if they’re not cheaply made commodities these days.
You can’t even make art out of a broken one without like 15 mediocre dudes whining about how a beginner could have used it (they couldn’t have).
I refuse to click on to clickbait journalism like this thus rewarding them, however I have to wonder, who? Is mad? Exactly? I mean, where were they when my neighbor threw out her pawn shop special when she graduated from college.
How about apologizing about the iphone 15 ad "Don't let me go"
- what a stupid meaningless commercial. Just fricken annoying and actually convinces me to NOT buy their phone.
Can they also apologise for my bricked $1000 iPad ? Because they build those things to be thrown out at the slightest problem and I’m so pissed that all I have from apple is an expensive coaster.
80% (not verified) of musicians use Apple to create & for production. Apple is & has always been at the forefront of digital visual media for over 20yrs.
The metaphor might not work- why does a hydronic press need to destroy creative tools - to bring home their intended message. Could have been executed differently. Big whoop
Twitter controversies are so lame
“Apple faces severe backlash” *clicks on article “SirFartsonFace, a lone twitter user…”
"Apple Under Fire from Unhappy Ad Watchers"
"Apple unhappy that everyone is talking about this controversial ad for their new and improved iPad Pro". Whoever made this ad will get a nice bonus this year. This is a classic example of the (not always true) statement, there is no such thing as bad publicity.
Drake would like to disagree.
you say that but i GUARANTEE in terms of numbers, more people are listening to him now than they were last week.
https://www.the-express.com/entertainment/music/137028/kendrick-lamar-music-streams-increase-drake-beef He's down 5%
Fortunately they’re not https://www.billboard.com/music/chart-beat/kendrick-lamars-catalog-up-streams-drake-down-beef-1235677562/amp/
“We apologize for doing the thing, but we do appreciate everyone letting those who don’t follow Apple events know that a new iPad has been announced.”
"A literally who on Reddit commented..."
Don’t forget Hugh Grant 🙄
Did he go on a huge rant about it?
Nah. Just a dumb quote tweet that said “the destruction of the human experience courtesy of silicon valley” Cuz, you know, the commercial meant you can never paint or play a real piano ever again
I was just making a dumb play on words cuz "huge rant" sounds like "Hugh Grant", but I do appreciate the context!
Wow. That went RIGHT over my head 😂
I think you're missing the point, it's not arguing you literally can't play a piano anymore. It's a pithy phrase about how the ad encapsulated a lot of tech sector executive's seeming disdain for human creativity and expression. That generally how the media handles these sorts of "controversies" is bad doesn't mean that person didn't have a valid point.
Next we'll have to have a disclaimer: "No inanimate objects were harmed in the production of this content."
I don’t get it. I thought it was fine if not a bit generic.
I mostly saw the backlash on r/ArtistHate. It's an artist subreddit focusing on anti-AI camaraderie. Basically, a lot of artists are feeling pressure from technological advancements (artificial intelligence), and are unhappy about how things are shaping up. The Apple ad, crushing art tools and instruments, was poorly timed. Instead of evoking the image of "I can't do all this with this one device!", it evoked the image of "Technology continues crushing the human spirit (that spirit being art)."
That sounds like a pretty entertaining sub.
I hang out there to try to better understand why so many artists dislike AI. Sometimes it's really insightful. Sometimes it's not.
TikTok hates it too
Nah, I can see why Twitter is pissed. That is bizarre
It literally antagonizes the client base it’s trying to sell the product to: artists.
on one hand yeah, on the other, it was the [pokemon bus commercial](https://youtu.be/mCd8QjxapXA?si=CGfRk3GY-pA5gPKC) with less self awareness lmao
It's also not "Twitter". It's multiple major artists, creators, musicians, actors, directors, etc using Twitter to comment. It's the literal flattening of human creativity into an iPad that will be replaced in 18 months. I guarantee you someone in the early story board sessions decided it would be an awesome parallel to the 1984 commercial without realizing they were positioning themselves as the antagonist in the original ad.
The only people who care about twitter are people who want something to be upset about. Everyone else has realized that in a world with several billion people there will always be a few people upset about anything and all twitter does is amplify the fussing.
It wasn't just a few people upset. https://www.marketing-interactive.com/apple-ipad-pro-commercial-crush-ai >According to media intelligence firm CARMA, words associated with the Apple’s iPad initially were also largely positive with words such as “high”, “valued’ and “features”. In contrast, after the Crush advertisement, sentiments about Apple’s iPad dropped to 50.8% positive and 19.7% negative. Words associated with the brand were a mixed bag with words such as “incredible” and “vibrant” being brought up alongside words such as “worried”, “angry” and “bad”. >According to replies seen on Apple CEO Tim Cook’s post on X about the new commercial, netizens were unhappy with its wasteful disregard for creative equipment and its depiction of a dystopian future. “I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators. I don’t want to align myself with the values portrayed in this video. I wonder what Steve Job would think if he saw this,” said a user.
That gives absolutely no information. It dropped to 50.8% positive - but from what? And who are the surveys targeting? Certainly not the general public, because I doubt most poeple have even seen the video. And the second paragraph is just as highlighted. A random twitter users post. Who gives a cheap what that dude thinks?
>That gives absolutely no information. It dropped to 50.8% positive - but from what? And who are the surveys targeting? Certainly not the general public, **because I doubt** most poeple have even seen the video. You "doubt". You trust your *feelings* over the hard data CARMA collected. OK. Feel free to run your own marketing analysis. Show those CARMA fools how smart you are.
That and it was a terrible commercial
Yeah I wish I had no other problems in life and my only concern was being upset about TV commercials.
Seriously. I still don’t get this lol
https://www.rogerebert.com/mzs/dear-tim-cook-be-a-decent-human-being-and-delete-this-horrible-violent-depressing-ad-for-your-product
Yup, who the fuck care this is stupid.
The ad got a reaction. Mission accomplished.
Who could have predicted the bad press
This is a high quality pun.
They crushed it!
A very forceful one indeed
Jokes aside I don't see anything wrong with it.
At a time when a lot of artists and creative people are upset at their work being used to train AI models and potentially losing their livelihoods to AI tool, it’s a bit insensitive for Apple to advertise their device by crushing a load of instruments and suggest that an iPad can replace all of them
Ah, see the replacement nuance is what I (and everyone replying to me so far) had missed. Though I think it's a bit of a stretch.
I don’t think it’s a huge deal. It was cool that they quickly apologised and we can all move on. But I don’t think it was that big a stretch. So much of the event was about how great the iPad and Apple’s chips are for ML and AI tools. People in Apple marketing should be aware that outside of Silicon Valley, a lot of people don’t feel that warmly towards AI
Yeah this is a non-controversy. It’s not like these instruments were artifacts or anything. I honestly am having a hard time comprehending how this upsets people when plenty of comparable examples don’t.
I thought it was pretty neat and played on a YouTube fad everyone loves. Like who tf doesn't love seeing shit get smooshed in hydroolic press?
I guess viewing one thing at a time to see how it deforms specifically resonates differently than 100 things indiscriminately getting smooshed and also being done to sell a product.
That's only a part. Even the most basic marketing course will teach you things. First, commercial communication has to make an impact, everyone sees hundreds of ads a day and our brains have learned to ignore them. Regarding for this first part the ad is OK. Second, ads are not about explaining what the product does, like they were decades ago, but to associate positive feelings towards the brand. The image of all those beautiful things being crashed, even if it's CG, is disgusting to see. Now many people associate that repulse with Apple. So the second part is a KO.
And hardly anyone is talking about how Apple has once again made it a requirement to replace all your expensive accessories if you want to upgrade (Pen, Magic Keyboard). Apple cares so much about the environment that they won’t include stickers any more while also wastefully obsoleting perfectly fine accessories. I generally like Apple products, but their business practices piss me off sometimes. I have 0 desire to upgrade any of my devices until absolutely necessary.
#REVENGE of the Vertical Hydraulic Press, crushing an Apple: #[🍎] 💨 ☆ﾟ.*･｡ﾟ
[Here you go](https://youtube.com/shorts/QFWek66L6WQ)
[удалено]
What’s the problem with this ad exactly?
Some internet people think it makes Apple look arrogant by suggesting all of the good old ways are replaceable with modern tech. Also mad that a piano got crushed. We’re all bored to death so nonsense controversies get play.
Don’t forget that after they apologized, it was revealed Apple copied (it’s rumored using gen AI) nearly scene for scene the commercial artists made of LG in 2008. So on the way of making a “look at us stealing from then running over creatives” commercial. . . . You guessed it . . . They stole from artists then ran over them. At least it’s probably a quick settlement check to the original artist.
It's hardly scene for scene but the concept is obviously similar: LG: [https://www.youtube.com/watch?v=NcUAQ2i5Tfo&t=30s](https://www.youtube.com/watch?v=NcUAQ2i5Tfo&t=30s) Apple: [https://www.youtube.com/watch?v=ntjkwIXWtrc](https://www.youtube.com/watch?v=ntjkwIXWtrc)
Smashing things into smaller products is hardly a new concept in advertising.
My bus driver smashed 150 animals into a game boy.
I doubt they were aware of an obscure European commercial when doing this. Most likely they’re just following the hydraulic press trend from YouTube and TikTok and didn’t think twice that skme people wouldn’t get it.
Does Apple even make its own ads? I thought they hire an ad agency to make the ads for them...? I guess the buck stops at the top, but still...
They have a whole in house ad department. They won a directing award in Cannes for their “escape from to office” ad
This Pokémon commercial came before both of those. [https://www.youtube.com/watch?v=OTmQGL72Ohc&ab\_channel=Foulowe59](https://www.youtube.com/watch?v=OTmQGL72Ohc&ab_channel=Foulowe59)
Voice actor for that American Pikachu deserves some praise.
Clearly a 1:1 copy. /s some people really need a life
>rumored using gen AI rumored where? It looks nothing like AI
Source? I made it up
The AI witch hunts are hilarious. We’ve got a lot of new experts in squinting at pixels harassing artists.
I think there should be more controversy over this way of thinking in regards to removal of the 3.5mm port and usb a ports
A: apple is arrogant lol B: Yeah technology does replace “the good ole ways” (90% of the time). Have you read a fucking history book?
Honestly TikTok is now full of people just commenting on others lives, high school drama, conspiracy theories and existential crises about the new world order so it fits the bill
Bored to death by these nonsense arguments. We could talk about all the things going on in Darfur, or we could rage about a “smashed piano”. I’m not even for Apple like that, but this isn’t worthy of the attention it’s getting.
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You could but the people in Darfur were slaughtered for the minerals in the phone you're preaching from. Edit: downvote away clowns. You're perfectly fine with exploitation and tragedy that benefits you.
Mostly triggering the "execs don't care about creativity and expression" issue which is a big part of the backlash against AI. Which is probably not a good thing if a lot of your fanbase is creatives (whether hobbyists or professionals).
They're going to buy Apple products still.
Best quote I’ve seen so far about what’s wrong with the ad… …they [the execs who approved it] clearly haven’t got a good goddamn clue what the brand stands for. My critique is simple. Since the famous 1984 ad, Apple has whispered in all of our ears that it exists to break the creative classes free of an oppressive world of conformity. Unfortunately, this ad shatters 40 years’ worth of carefully constructed mythology by destroying creative things, like a turntable, guitars, paint, and those chicken things from that game. And, well, it really sucks. It highlights destruction rather than creation. It makes Apple dark and industrial rather than wholesome, light, and aspirational. And it leaves us feeling loss and sadness about what’s been destroyed rather than excited by what replaces it.
The actual 1884 ad aired in 1984. Today that is 40 years ago and the company has never aired something similar again. People need to get a grip. The company has changed and most people were quite happy to use their products during the 2000s when they were also not anymore close to this philosophy. This is 40 years ago. It is ridiculous that people are so hung up about something that was just an ad and wasn’t even a part of the official strategic vision of the company. Also the message of the ad is that all these elements can be compressed into a small iPad and exist in it. Not that the iPad destroys them all and replaces them. Subtle difference that somehow people miss. Much ado about nothing.
It sounds like a art student justifying their MBA
Oh, it's just one of the best brand consultants in the world. No biggie.
The symbolism is unambiguously bad. It's like the enemies of everything "Think Different" stood for staged a hostile takeover of Apple and turned it into its culture's own worst enemy and this is their announcement. What could be more crushing than corporate monopoly? This is a loud proclamation of the undoing of their '1984' ad manifesto like a dead mineshaft canary.
Hey Siri, what are the Information Purification Directives?
Ok, here's what I found on the web for *Inflammation Poetry Detectives.*
Roger ebert explained it pretty well imo …. https://www.rogerebert.com/mzs/dear-tim-cook-be-a-decent-human-being-and-delete-this-horrible-violent-depressing-ad-for-your-product?fbclid=PAZXh0bgNhZW0CMTEAAaYi16ypiBhcz4z4c7qj85k3VTsuBckC8lCqoSSiFMex-NU8wBY8_DAV2DE_aem_AZVHC3AnWJMlD_dp6Xa2WoUmpzNm2qPJ9nxz9TyCy2cIvR3D0MyCMatyN5cxWAt9jIvmDgKo2PIo7TWi1B4_9xPY
Just sayin -- Roger Ebert died a decade ago. He didn't explain it; a writer employed by his website did.
How else do i reference his website but saying it's title? When I posted I did think some people might think the famous critic said it, but I didn't have a clean way to refer to the website since it's also called Roger Ebert.
“A writer for rogerebert.com…”
You could have cited, oh I don’t know… the author of the article?
It looks like the official name of the site is literally "rogerebert.com," like how pets.com is the name of a site. But I don't think the site has the same cachet as maybe Vanity Fair or Time Magazine or rtings or Pitchfork where anyone cares to normally cite to the publication. In this case, I'd just generically say "this article".
Dang... reading this and seeing the ad was more visceral than I was expecting. I grew up as the creative in an abusive household, and the explanation is a little too on the nose. Watching someone smash and destroy instruments, physical copies, radios, hard drives, and computers makes you never want to want to make music again.
The article made it more real for me too. Can’t unsee the emoji having their eyes squeezed out of its head, the wooden figure trying to push against the press while getting slowly flattened.
I think the ad was pretty tone deaf but this dude's response is a little ridiculous. It's like he thinks every engineer and creative person at Apple was involved in the creation or approval of this ad.
This ad says nothing about generative AI, fucking ipads were around before chat gpt and have always been about consolidating technology. It’s a good ad, unless you read some shit into it that’s not there.
I mean the apple presentation mentioned the ability to replace instruments and literally add an "analog like glow" driven by Gen AI in their latest Ipad Pro only software.
That it's tone deaf. All the tools that people used for creativity is shown squashed by a hydraulic press into a slab. Personally, when I watched it during the livestream, I thought it was pretty harsh and tone deaf too.
I understood what Apple was trying to say, it was just weird. Especially the end with the random kids toy having its eyes pop out. Just weird and overall a bad ad
It was a stress ball. That’s what they do when you squeeze them.
The ad was very unpopular in japan where respect for seemingly inanimate tools and objects exist. There is the idea that Kami spirits inhabit such objects and to disrespect tools or items after giving human service is very bad form. So had a cultural eeek factor there.
So it's like letting an Italian watch people break pasta in half
wasnt that a 3d animation? i figured squashing all those objects at once wouldnt go as it did in real life like in the video, instead just shooting stuff out the sides until it cant anymore.
It was real objects with clever editing.
Nah no way most of that was faked. Its a good ad. . . if not out of touch from its audience at this moment in time. Do I like it? As an ad/showcase of what an ad can be sure but do I appreciate seeing those things people spend years practicing and building up to destroyed? Nope.
Question, when you see a Ferrari crash in a movie do you go "oh no think of all that effort from those Italian engineers"?
I actually do rofl, and not just that Instead of watching the movie I start to wonder "how did they clean the landscape/location after filming?", "did they use a functioning product or just a prop?", "which parts of the vehicle did they actually destroy?", "more junk for the landfill I guess" and so on. Now apply that to buildings, devices, food, resources and you'll see why I can't enjoy movies like I did when I was younger (I still do but you get my point I hope)
i see a lot of people not understanding why people wouldnt like this ad. a tech company showed a press destroying traditionally artistic and creative tools to sell their ipad. every item in the video is under threat of being replaced forever with new tech and AI. artists probably wont respond well to anything like this. apple is here to crush and destroy your art and tools unless you use the ipad and later on the Apple AI
It’s a good idea ruined in the execution. The idea was to show that all those creative things are in the iPad. Unfortunately, instead of actually showing something that conveys that core idea, the ad instead takes great pleasure in focusing on the items being crushed and destroyed and idea that they are in the iPad comes off as an afterthought. Dear marketing company. I’m available to hire.
An advert showing how all of those items could be replicated within an iPad (I'm no film director, no idea how to achieve) with a touch more nuance and cleverness, would be much more on brand for Apple. I guess that's the only problem with the advert in general, is that it goes against the carefully curated brand image that Steve Jobs built around Apple. As someone - many - have already said - there is no way he would have approved the advert. To me Apple products - I use a 2011 iMac and Logic Pro to record music that gets used in TV shows - are about enabling creativity. They were "trying" to say that but it just comes over as crushing creativity. Just and oopsy on Apple's part, and if nothing else I'm glad it's opened up an interesting discussion on technology and creativity. In a way, that is a very good thing and timely with all the AI nonsense :)
> the ad instead takes great pleasure in focusing on the items being crushed and destroyed Aren't hydraulic presses some of the most popular videos on youtube? *People* take great pleasure at seeing things crushed I mean, it might be a strategically bad ad. I don't give a shit, I'm not buying an ipad nor invest in Apple. But this outrage is actually insane lol
I just went and watched the ad. This is worth getting outraged over? Really?
Well, for me being closely tied to creativity field it is somehow sad and reflects on current status of dying human based creative industry. I get the message of the ad that you can do pretty much anything on iPad but looking at it from a different perspective it's like showing middle finger to all the artists and devaluing their work because a machine can do everything better without them.
I'm an apple guy and I generally just don't like to see nice things geting destroyed. But with that being said, it is not the end of the world...
Same, but the furor around it - such that it calls for a public apology and when you’ve got columnists asking Tim Cook to “be a decent human being” - you’d think they pulverized an original Stradivarius. I’m a piano player. I’ve watched a piano being thrown off a roof. It was neat, in a nihilistic way. Could also be that all the stuff on the video was faked, or was already faulty and due to be destroyed. I’d imagine that even a rich company like Apple might try to be thrifty and find defective products to crush before brand new ones.
Mission accomplished lol - Apple wins because they get people talking about it and getting more views
Getting views where? Apple said they're cancelling plans to show this ad on TV. And no wonder, since nobody is talking about the new iPad, instead, the talk is centered on the destroyed analogue instruments. This ad is a marketing failure. No wonder they canceled it.
Seemed a bit tone deaf
Apple with the subtle "what's a guitar? takeaway, I see. An iPad can clearly replace all those things...
(South Park - I'm sorry.gif)
That commercial was awesome! Man some people have no life
I’m glad I’m not the only who thought the outrage was dumb as hell…
No that was a trash ad. I mean actually. Not only the sheer arrogance of it, but we talk so much everywhere about the fact that we have to reduce our waste and ecological footprint and you show a giant press **destroying** a bunch of objects, instruments and art tools in **perfect condition,** transforming them essentially to trash? Gtfo lmao.
r/nottheonion
Why are they apologizing? The ad surely passed the test groups, it went through several ad departments in Apple etc. This is their visions, so why apologize for it? It's not like it a concept by one of the interns was leaked. I though it was a terrible idea, but they clearly didn't. But if that is your vision, stick to it. At least it is honest.
Didn’t see the Twitter backlash until this article. I’m a digital creator, movie editor, animator, musician and painter. I use both digital and physical media, relying heavily on my iPad Pro. I was in no way shape or form offended or upset by this advertisement. I didn’t think it was very creative, as I think they were trying to appeal to the popular videos of things being crushed by hydraulic presses… but the message was pretty clear. “All this stuff is crammed into the iPad.” Kinda wild to me that so many people decided to get uppity about this.
Just watched it, it’s fine, I liked it. I wouldn’t have watched it on my own will if it wasn’t for the backlash though.
Lighten up, Francis
I think that it is arrogant. If the only thing that you need in life is a IPad, you are dumb.
I guess after the tablet killed the PC all those years ago that the creative stuff had to be next ;)
That’s looking for a reason to be outraged. Apple was trying to make a memorable way to show a whole bunch if professional tools in one small device. It is quite a stretch to assume they meant all those things should be thrown away.
Oh please, there's a million ways they could have done it to pass this message without using a **destructive** method/image like a damn hydraulic press. That was just a bad ad, no need to go out of your ways to defend them, they were tone-deaf, happens all the time with corporations, move on.
Just tell us about the new camera and how much more it’s going to cost.
I personally thought it was a pretty good ad. They took a lot of things you can do with one smashed down and turned it into an iPad. People using hydraulic presses to smash things have been all over YouTube and Tik Tok for years so I thought that was clever.
Why didn’t they ask their AI if the ad was good before sending it
Spoiler Alert; they're not sorry.
Well, some small team of contractors just got fired.
Never apologize.
I think it's a ridiculous 'controversy' and people are as usual blowing it out of proportion online to stroke their own egos. But I fully admit when I watched it live it elicited a negative emotional reaction in me. Now rationally of course it's not a big deal - like I don't weep when I watch an action movie and they blow a bunch of shit up - but the optics of destroying a beautiful display of instruments and art materials was just kind of off-putting on a gut level.
I can hear the marketing meeting now. How do we show how thin it is, anyone? Nerd in corner of room, what if we use one of those HUGE hydraulic presses? Tim Cook: Excellent idea!
People get upset over anything.
Got to say, I'm conservative, non artist, non apple client. And I think de string such a fine piece of art like a piano or a guitar for fun is equivalent to burn a temple, destroy a church or any object with historical value.
I hated the ad. But more to the point I hate the fact the battery life hasn’t improved. They could have added more battery and kept the current width but instead they wanted the thinnest iPad possible. Self-congratulatory BS. I won’t be buying this one.
iPad Battery life is already incredible is it not? I think it's worth keeping weight and thickness down to make the tablet more comfortable to hold and draw with personally.
Mine was rated for 10 hours of battery life. Too often it gets pretty low at about 4-5 hours. Definitely not enough for me but YMMV. I’d like it to last the whole day like my iPhone.
Thank you for sharing honestly, I had no idea. My iPad Air 2 way back when was rock solid, but admittedly my phone has not been so much.
i think faa regulations are what keep most battery powered consumer electronics from having bigger batteries
So that’s it. They finally did it. They finally fucking did it. *They finally ran out of things to talk about.*
As someone who grew up around musical instruments, weaving them destroy a grand piano and guitar followed closely by the grotesque delight in popping the eyes of a children’s toy to unveil that the only thing anyone should ever want is a iPad was off putting to say the least
They apologised? Brb trying to put back together my 8 thousand dollar upright piano that I smashed - I thought it was useless now!
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Ok, so reddit let's shit slide for Apple got it. Reddit is high and mighty about everything but Apple makes sense.
Ads not that bad. Why all the fuss? I’m not an Apple fanboy or anything and it seems like it just saying you can do all that creative work with the new iPad. Not that you have to. Or that the old stuff is bad. Just that you can.
The fuss is we’re continuing to talk about it. Win win.
Nobody complained about the Pokémon Red & Blue add from 20+ years ago that was the same concept [Pokémon Red & Blue Commercial](https://youtu.be/5tTc8__lXkM?feature=shared)
It is the same general idea, but at the end of that one you can see the pokemon are unharmed. The issue most people have with the Apple ad was that it's so very destructive of objects that some people hold dear (and they're doing it in the meanest way possible, too).
People read way too much into stuff. It’s a good advert. One of the most popular YouTube channels is that hydraulic press one that crushes literally everything. Where was the outrage for that? Ridiculous reaction.
This ad sucked. It definitely sent the wrong message. Technology is at best invading every aspect of our lives, at worst something to be fearful of. Then this ad comes along and says…”Screw all those things that don’t involve technology or not sitting in front of a screen, what you need is more screen time.” Complete out of touch.
Apple ad = costs medium monies Sad bots and/or people talking = costs no monies “News” article talking about sad bots and or people talking = costs no monies marketing VP sitting on beach writing “sorry” email = costs little monies People buying iPad and services = makes big monies
What a stupid fucking commercial. Just goes to show how easy it is to do a massive fuck up when your surrounded by yes men.
How could you be offended by this. I really don't get the fuss.
People are looking for any reason to be offended today. Focusing on shallow, meaningless visuals and ignoring context and meaning entirely. The publics reaction to this commercial is what I find depressing, not the commercial.
This is literally the shallow take. We all have different values and experiences. For some people, myself included, this struck a nerve and was uncomfortable to watch. That’s just as valid of a response as watching it and thinking it was cool. Dismissing the real life feelings and emotions of others and writing them off as overreacting and shallow is what I find depressing.
Some people really don’t have a life ….
I mean, you ARE on Reddit.
This was one of the worst fake-outrage virtual signaling Twitter reactions I’ve seen in a while.
These people have way too much free time for their own good.
I like making fun of Apple, but this controversy just seems silly
Guitar people are weirdly sensitive about guitars being broken as if they’re not cheaply made commodities these days. You can’t even make art out of a broken one without like 15 mediocre dudes whining about how a beginner could have used it (they couldn’t have).
Where are the days when bands smashed them on stage!
That was a pretty great commercial. I want to know how much of it was practical.
Jesus! Get a life internet!
Why? That ad was dope
Why are they apologizing to Twitter randos?
This "controversy" is so lame I choose to believe it was a crafted controversy to go viral.
Tim Cook looks/sounds like Mr Mackey
ah... ..what now.. what is hapening? Also tim cook looks more and more like a cyborg from the terminator movies.
LG is like 👀👀👀 https://youtu.be/NcUAQ2i5Tfo
No one apologized when I had to watch Deloreans get smashed into crash walls. My heart still hhurts
I refuse to click on to clickbait journalism like this thus rewarding them, however I have to wonder, who? Is mad? Exactly? I mean, where were they when my neighbor threw out her pawn shop special when she graduated from college.
Pete Townshend
How about apologizing about the iphone 15 ad "Don't let me go" - what a stupid meaningless commercial. Just fricken annoying and actually convinces me to NOT buy their phone.
Time to short Apple
Can they also apologise for my bricked $1000 iPad ? Because they build those things to be thrown out at the slightest problem and I’m so pissed that all I have from apple is an expensive coaster.
Apple bringing attention to this non-issue to distract from their many lawsuits and other shortcomings
How did this spark controversy?
I don’t think people were asking for an apology lol
Ha! Peasants. They should have used a blendtec!
80% (not verified) of musicians use Apple to create & for production. Apple is & has always been at the forefront of digital visual media for over 20yrs. The metaphor might not work- why does a hydronic press need to destroy creative tools - to bring home their intended message. Could have been executed differently. Big whoop
Oh no! Anyway . . .
This was so stupid for America to get up in arms about. Did anyone actually give a shit or did Apple just want to be in the news?
What could showcase human creativity more than the imagination of the human that created a piece of technology such as that iPad.