Linus goes off about the Apple Ad
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- čas přidán 13. 05. 2024
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Apple launches the M4 in the 2024 iPad Pro and courts controversy with their “Crush” commercial, where a hydraulic press crushes a bunch of art supplies and instruments into an iPad.
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the ipad air is thicker because there is more air inside
Lol
Lol😂
lmao
Did they take inspiration from Lays?
@@Redwan777O O F
me on my way to buy a massively thick case to give the ipad pro the structural integrity to survive being held on one edge.
Yeah I don't get the hype about thin devices. My iPad Air 4th Gen is already so thin that I felt I had to insure it because it's bound to break, even in a case.
@@gownerjones1450 My Air 2 is already too thin to me
@@gownerjones1450 Too be fair, If it's super thin and light, it might still be lighter than the competition after adding a sturdy case.
@@ToxNano You shouldn't need a case in the first place.
@@ThePortuguesePlayer Maybe need is too strong a word, but I've been using a Samsung Tab S7+ for a few years and it just feels flimsy without a case. The case also makes it easier to hold and adds a kickstand.
I think they picked the wrong visual language in that ad. The information they want to convey is "compact", something more like "compression" or "morph" or "shrink" would have done the job so much better than "crushing".
Yesh they should've used something like a funnel or something
Yup that's it, really
They even make close up on the destruction maybe people let their emotions too loose but it's a fair criticism to make
@@Muxeroth Is it really THAT big of a deal? lmfao I don't like Apple, but it's pretty basic ad that I'm pretty sure 100s of companies have used similar imagery, especially in the 2000s. I don't understand the people (a small minority mind you) are actually either offended or "felt uneasy" by it. Like what?
I disagree. I think it was an okay ad. They just showed that they managed to cram all that stuff into the small form factor of the new iPad.
linus sounds like someone who would make an ad about crushing creative tools using a hydraulic press machine
Yea, maybe. A bit tone deaf, but at least he surrounds himself with people who can say no to him
I mean he is a tech guy. He doesnt have much room to talk when his career is based on embracing technological advancements.
@@tiger_spawn4223Brhh I am a Designer i play the piano and use paint and a lot of classic stuff, BUT i mostly WORKING on my Ipad with the pencil… The thing is now day in design everything is digital for web or print, pixel orr vector.
I think it's funny how triggering the ad was. It wasn't a bad ad - but I think for a lot of people it accurately represented exactly what they hate about Apple.
Meh it’s early pushback/scapegoat for the increasing anxiety from those that resist the cyberpunkification of our planet.
@@nasatenmy brother in Christ even in a cyberpunk world you can touch a camera or colors
It certainly doesn't help that people hate Apple for a lot of VALID reasons. It's almost like the government taking down Al Capone for tax-fraud when they couldn't get him on all the more serious crimes, except that Al Capone was actually guilty of tax-fraud.
Don't destroy instruments. If you do, people will get angry at you. It isn't new, and it is common knowledge. It blows my mind that apple expected anything else.
Well yeah, Apple unwittingly made one of the best anti-Apple, anti-big-tech and anti-consumerist ads. And then told us it’s actually a great idea of theirs.
I feel like the commercial would have been better received if the items being crushed weren't destroyed in the process... I think a slightly more... Cartoony approach where instead of splinters, bent metal and exploding paint they could have gone with the items just getting wider and flatter like they were getting flattened into a 2d thing and still have the same reveal... The destruction of the trumpet, piano, paint and so on just gives it a bad feel
the ad was nothing. it not anything but a silly ad. I really don't get why its noteworthy. silly
I thought the same. They should've made all those items out of foam rubber, or inflatable.
Or you could make them transition into the iPad
This would definitely have triggered fewer people. I was even slightly confused watching the ad, but as I have a memory retention longer than 10 seconds, I am able to process it as a whole. Some people re not.
Or they could have had the exact same ad almost in reverse, have the iPad being compressed and then almost cartoonishly exploding into all these instruments and cherished objects. It would be superior played basically backwards.
Apple: "We're sorry..."
"...that you feel that way."
ppl are getting mad at their own imagination/interpretation, not at all Apple's intention. so that apology makes sense.
@@prestonlee7107that was my thought lol
In my view, that's the right response. Apple employed a commonly used approach to highlight the iPad's features. Yet, some are deliberately misinterpreting the ad's message.
@BenRajan No ones mis-interpreting Apples intent with it, we all know what they're wanting to say. Its just incredibly tone def to the state of the economy and big business atm
It just shows an utter lack of self awareness on Apples part
@@Dasaltwarrior that’s the funny part. By saying it’s tone deaf, and Apple lacking self awareness, ur inserting ur own interpretation on it. And if ur bothered by that, ur bothered by ur own interpretation. The moment u think of smtg else rather than the creator’s intent, u are inserting ur interpretation, which is ok, but being mad about it is futile. If u do, Then it circles back to the point I said above, ur being mad at yourself.
I just find it funny it’s the exact opposite of the old Macintosh ad.
I think everyone understood that the ads intent was to show how much functionality comes with the new iPad. The imagery was just distasteful lol
Yep exactly. Kind of a moronic take from linus tbh which is disappointing.
@@VXFluff It's really not lol. 100s of other companies have done similar ads in the last 40 years, it's really nothing new and the only reason people are putting feeling outraged is to just fit in. It's not a good ad by anymeans, it's mindless, but people are putting these modern art takes on it and others just don't want to feel left out. It's really just a dumb ad that doesn't need to have this many people talking about it.
@@VXFluffSo a standard Linus take on anything that isn't tech
@@VXFluff He has a "moronic" take because he didn't find it distasteful? You're conflating logical reasoning with opinions. I'm an artist hit by the AI tornado, but I completely agree with Linus here. People see what they want to see and project their daily frustrations into whatever they can complain about.
It's a dumb ass ad.
Not because of some modern art reasoning, but because smashing a guitar isn't going to make anyone who wasn't already gonna buy an Ipad, want an Ipad.
I genuinely wish a company would put more thought into their ads.
And by thought, I mean actual thinking, not some marketing jackass who is paid to think up shit like why the Pepsi logo is perfect. The bar is bellow the floorboards, 90% of ads would legitimately be improved by just showing a few still frames of a product and telling us what it can do, you can say smashing junk shows the Ipad can do all these things or whatever, but people know what they want an Ipad for, they know what an app is, it's a waste of time and resources and personally I'm totally on board with people endlessly ridiculing annoying frivolity and thoughtless imagery.
Kurt Cobain famously refused to explain what Nirvana lyrics meant. He insisted the listener was supposed to take their own meaning and interpretation away from the experience of listening to their songs.
An ad is supposed to make the viewer feel a specific emotion. If the ad makes the viewer feel something unintended, then it's a bad ad. It's all about immediate emotional response, not about story analysis later.
A lot of the things destroyed in the ad mean a lot to people. The artists advertised to have good memories with those tools, so destroying them for any reason makes ppl feel disgusted.
The CZcamsr "Pillar of Garbage" made a great video essay on it. It even ends with a really clever re-write of the ad that advertises the same features in a much more tasteful way.
This is just factually incorrect.
Doesn’t matter what it is anymore, people get offended at literally everything and it goes public because the internet.
An ad can’t be called bad because a few dozen morons complain about it out of the millions that see it.
Pillar of Garbage really hit the nail on the head for me.
@@brandonhoover2120 This is an empty analysis.
@@brandonhoover2120In that same logic, it can't be called good because it misjudged it's intended audience. Who cares what a few dozen think is the intended message, when the alternative is just as plainly visible to those with critical thinking skils.
@@MatthewCobalt You’re factually incorrect. You guys understand what they meant, you’re just immature brats because it’s the internet and you can be.
Grow up.
I think the idea of it being "tone-deaf" is absolutely accurate. Art (even commercials are art in a sense) is not created in a vacuum. It is created and interpreted at specific points of time. That's important, and part of the experience, even if we don't recognize it at the time.
Intent is not magic, it doesn't wipe away interpretations but it can temper those interpretations. In this case, the intent of "we just wanted to show off how thin it is and how much you can do with it" doesn't outweigh the current atmosphere of machines "destroying art".
It seems almost intentionally tone-deaf. I think that's also what gets people riled up. There's no way their marketing team made an oopsie whoopsie and released a video about a machine destroying artistic tools and pieces without thinking about how the general public would interpret it. It'd be one thing if it was a small engineering company or something, but not Apple. No way in hell they spit-balled this one and landed short. They knew what they were doing from the get go. Feels like a bad ad hiding a cynical attention grab (which succeeded, by the way).
The idea of "look how many things this technology can replace" is very old, I remember commercials talking about "you can replace you calculator, camera, calendar, etc. With this phone"
But the "artists" always get unreasonably upset.
Like Linus said, if this was a swiss army knife commercial, nobody would care.
It's an stupid overreaction in my opinion
@@nickdragonslayerIt's about the time we live in. So many jobs are getting automated and it's great, but we feel that art, artistic expression, and storytelling are firmly the domain of humans. Then movie studios try to replace writers with algorithms, animators with more algorithms, actors with computer generated images and voices, why? To maximise profit. I used to think that at the peak of automation and productivity, humans can finally spend time on art and expression. We're now on the brink of peak automation and it seems like Big Tech© are even coming for the arts. We just want to be paid for our work, man, us "artists" as you said.
Good idea, bad execution, horribly misjudged timing.
Why is everyone ignoring the fact that the iPad being so thin is incredibly stupid?
Like, sure it's impressive to fit so much in that space, but the thinner it gets the easier it is to break it.
Ex fucking actly. I hate this thinner and thinner goal post for tech. I have big hands I want to feel like I'm actually holding something in my hand. If they wanna make untactile just make some hologram stuff.
At some point the thin goal in tech went past the useful line into being obnoxious.
The minute they said that the new iPad was their thinnest device ever all I could think is bendgate 2 electric bougalo
Well it's not actually thin. Camera bump counts as thickness, fight me.
because it's not that stupid really. a phone being much thinner than they already are without some way of reinforcing the chassis better is risky because you put them in your pocket and they're constantly put under bending forces as you walk around, sit, get up, etc... but an ipad doesn't go through that same stress usually, worst place it's going to be is in a backpack and well... even if it was 3x the thickness if you mistreat your backpack enough to damage the one as thin as this... i'd bet you the thicker one would be damaged too.
It's sensible for the iPad Air to be thin. But we've already been through this with MacBooks. Professionals prefer bulkier devices with more functionality.
One of the things crushed was an animation desk, a museum piece from Disney. Which is particularly frustrating right now as media companies said that animators saved the film industry only to shut down so many projects after 2022, and we are now on the verge of an animation strike over residuals and poor treatment.
Actually several of the pieces are considered highly desirable, and hard to get.
I'm fairly sure it was all CGI
@@ollielynas5805 It's more about the metaphorical destruction, though I do hope it was CGI, because goodness me, that guitar was top shelf
It was literally Apple bragging about how much money they have. This ad made Meta and Microsoft look f'n charitable by compraison.
Seeing Linus defend such obvious waste shows how out of touch he really is. WOW.
I didn’t notice that, but I’m pretty sure most of it was CG. Idk how many of the things were real or not but I don’t think Apple would buy a museum piece from Disney just to crush it in a hydraulic press
@@Artofcarissa I don't think this is all CG, but but Apple has more money than god and can absolutely afford to destroy expensive shit.
A lot of people are already on edge with the recent AI developments in art that I feel the symbol of "crushing" was more so the problem than "the iPad can do these things." Tech and AI becoming even more integrated definitely isn't helping with it either.
Well frankly you better get used to it. It's not going anywhere
What a stupid thing to get upset about. Its how you know these people don't have real problems. Mad at technology advancing, we are just like our grandparents
@@Tbiblaine23I have family members who have artistic talent. Just because talentless people fail to be empathic about these things doesn't mean it's a good direction to take in terms of technology.
Only when A.I takes your job is when you finally see it as an issue.
@@Tbiblaine23 Let's meet and again in 10 years, shall we?
@@JABelms Many won't even see it then.
I get what the ad was saying. But there is just no way there wasnt a better way of doing it.
defintiely
outrage click bait. nothing special about this ad. weird
@@Akkbar21it seems like the younger generations are starting to turn on technology in the wake of AI.
@@nasaten fine and good, but what does that have to do with this commercial? I don’t see it. It’s just a dumb commercial. Nothing special.
It's the most cinematic way to do it
I think the AI craze elevated tensions between artists and Big Tech® and the response to this commercial was steam being let off. I doubt this would've gotten any press (outside of Japan) just a few years ago.
as an artist. this. it is exactly that, nothing more lol but its still a hell of a waste imho 🙃
People can stfu about AI. COUNTLESS jobs have been obviated away by automation throughout the centuries and the world survived and most of those jobs continue to exist and even become MORE desirable.
lol imagine being this much of a tool(hah)
heh... press. But yeah, understood completely why it hit a sour note.
I don't think the problem is that people misunderstood the intended message. The problem is the symbology of "art is of no value because it's been deprecated by our piece of tech, might as well throw all of it in the trashcan"
Agreed. It seems that apple is trying to say that your physical belongings have reduced value due to our device, despite its value not just being the ability to create. You can make music both on a computer and irl, but many people like doing it irl. Same with art and many other things!
I just watched the ad. it's nothing. this is just people desperate to project something onto it. I'm no apple fanboy or apologist, but that ad was unremarkable af.
@@corb2193 It's not. It's just saying everything is compact into one device. It's really not that big of a deal lol. I'm pretty sure IBM AND Dell both have a similar commercial in the 90s and 00s, even the Sony Walkman crushed a boombox for one commercial in the 80s-90s and out came a walkman.
arguably if you can make the jump that this ad was saying "art is of no value because it's been deprecated by our piece of tech, might as well throw all of it in the trashcan" then you can't at the same time argue that you haven't misunderstood the intended message... you're adding meaning that obviously wasn't intended. they didn't show someone tearing them apart to destroy them, they showed them being compressed thinner and thinner until it "became" an ipad
@@blindfire3167As someone who lived through both of those ad campaigns the discourse about wastefully destroying things for the sake of cynical marketing was exactly the same. (Sony caught a lot of flack for that ad with Japanese techies) But the reach this ad had and the avenues for which to have this discourse are at a very different scale than they were in the 80s and 90s. Plus as Linus said the public sentiment is so much more sensitive to the negative aspects of the themes right now for other reasons, but trust me all those ads where a company smashes or blows something up have always been maligned outside of the USA because the cultural values of valuing objects are different unless they were outlandishly cartoony there has always been a trailing discussion about why they felt the need to be so destructive for a stupid ad no matter the country.
But current events have more people than ever on board with that line of thinking.
5:30
Personally I hope they call it Super Switch.
I wonder if they're completely scared of using any part of the same name since the Wii U (regardless of the success of the SNES)
Microsoft has avoided using a reasonable numbering scheme because they would have to pay royalties to some rando who thought of the same thing who trademarked it.
The PS5 in was delayed in India because there's a bussiness called "PS5" selling knockoff PS4 accessories.
Calling the next switch as "Switch 2" means people are expecting a switch 3,4,5 like the playstation series, and the example listed above is another reason to avoid it.
"Super Switch" would pay homage to the SNES for sure.
My guess is that they would call it something dumb like "New Switch".
Take it from me: Nintendo New SwitchBoy i Advance SP XL U.
Nintendo Switcheroo
Switch U
We are on the same wave length! Super Switch it is!
Also did MacAdress just end?
nah, the mac address team is still stuck in the nearby starbucks last month.
They didn't know the April Fools set is over.
the way I intepretted the ad is that the machine squished it even thinner and then it took it out to show the sides of the iPad which was intended to "show off" how thin the iPad was.
Someone here seems to forget that the tool that we use to create art can often be ITSELF a piece of art. Ever heard of luthiers?
The same must also be said for the tech on display. As an enthusiast in violin making, there's a clear difference to me from these mass market supplies (even the piano chosen) and the actual months of work that is spent on a handcrafted instrument.
I think it's a lot simpler than this. People just generally hate seeing perfectly good instruments being crushed, especially when it's from a humungous business like apple. It just comes across as tone-deaf and lacking in respect for those objects. If they played the advert in reverse, showing that all those objects are inside, they probably would've had a better response.
It’s fully CGI. Nothing was crushed
@@UrAvgRetail Yep, just from a practicality standpoint, having everything break perfectly, in the right order (only things in "contact" with the press actually break, so table might need to be reinforced to make sure it breaks last). And a lot of it just feels CG (more so than just in post, but fundamental parts of it)
And it's not like movie grade simulation software is incapable of any of this
@@vocassen I would probably guess it could've also been just orchestrated scenes with some small explosives and pressure based implosions. Or a combination.
@@UrAvgRetail vfx or not, the visuals just hurt to see, as someone who loves cameras, I DID NOT like seeing a camera being destroyed, its just disrespectful, especially because the outcome is a boring slab with no personality. the colours on the ipads are blank.
@@UrAvgRetail Source?
Apple completely missed the point on this one. The intended symbolism doesn't work at all. No one looks at a car press and thinks "Neat, I'm getting a smaller car".
The idea of compressing these various tools into an iPad is sound, but it's the destruction that's so jarring. Many artists identify with tools and we identify arts by their tools, e.g. a brush as a symbol for painting. Showing destruction works as a good metaphor for disruption (see Apple's 1984 ad), but given how AI looms as a particularly large threat right now, artists aren't to keen on being disrupted.
Bingo. It's all in the presentation. Violently annihilating a piano, and all that it represents (among all the other items) can easily be interpreted as telling a person who's trained and practiced and maybe is a professional piano player "you're worthless, here's a mass market thing made by slave labor that can make piano sounds."
13:44 - "They didn't mean to upset artists and creators with their ad that destroyed instruments people could have used"
And we are supposed to just ignore that they were VERY well aware they were destroying so many things that could be better used, than an advertisement?
Wasn't it CGI? And even if it wasn't it was probably junk anyway, headed for the landfill.
Apple ignores all the e-waste they create by intentionally bricking their phones, so this is on par with their general message.
i mean, it’s literally their money to do what the fuck they want with it. what, do you want a higher power micromanaging the entire world? yeah it’s kinda of an asshole move, but if i buy a phone, why shouldn’t i be able to put it under a hydraulic press? this is just a storm in a tea cup.
It's most likely cgi
they were probably destroying bargin bin stuff. You didn't wanna hear the music that piano could've made.
14:52 - If a SYNTH company made an advertisement that "exploded" a piano to advertise -- that would also upset people.
Nobody is mad that the new iPad can be a good instrument for art creation.
I think you could get away with that. If it was a very edgy synth. Or if the piano was junk anyway. Or if it was arty enough. But slowly crushing something into a horrible mess just seems so egregiously vandalous.
@@andybrice2711
Yeah, if it was very obviously not worth fixing, then I can see that. Apple chose instruments that looked to be in good condition
Then they'd be idiots for that too
I actually do have a synth that is meant as a full piano replacement, the Roland LX708. The ad for that (and the newly released update, the LX9), show without words how it has the sound and general aesthetics of an accoustic piano. They don't need to destroy anything.
Basically these things have mathematical models for the strings and how they interact with each other, and the 8 way speaker system in a realistic piano enclosure gives some spatial audio. It's absolutely a synth, but the result is amazingly accurate.
but the problem are ppl are getting mad over their own imagination/interpretation of the ad, outside of Apple's intention. and only because its Apple. why weren't there any outrage when other companies did ads like that?
14:37 nobody was saying that the ipad isn't a legitimate artistic tool, the problem is that the ad makes it seem as though it's the only thing you need. The comparison to synths was a bit weird, cos if a synth manufacturer made an ad where they crush an orchestra of instruments, people would also be pissed. Yeah it's 'just an ad', but if apple wants creatives to buy their product, they probably shouldn't be alienating them like that. The message of the ipad being super capable could've been conveyed by all the stuff shrinking down into the ipad, but instead they went for a hydraulic press. Aside from the connotations, it's also a strange departure from their other ads aimed at artists which are usually a very different vibe
Linus, people have feelings and make illogical decisions based on those feelings. Humans human. Artists rest on their emotions more than others IMO. A commercial aimed at artists that tends to make artists feel lousy, no matter how logical the idea behind the commercial, isn't going to forward their business interests.
"Apple says we didn't mean it to mention AI."
I see we believe wholesale the PR of multimillion dollar global monopolistic corporations
The concern is from cultural differences. Some cultures like Japanese believe tsukumogami, where tools have a spirit/soul, especially instruments, and it's disrespectful to destroy them as they have served their owners and brought happiness to the world and their owner
Folded metal does not magically get a soul. This is stupid. Don't pray to your radiator.
@Kaabien and yet people will pray to the clouds to their God and that's not crazy?
I think it particularly upsets ME in particular that many of the things in the ad can't be replaced with an iPad.
Take the trumpet, the top of the pile and first thing to be crushed. Obviously you can use an iPad to compose music, but I can't go on stage with an iPad instead of my trumpet. The piano as well, but I guess you could use an iPad as a keyboard at least.
Someone took the ad and literally just played it in reverse I can't get over how much better of an ad it is that way. In that version, they aren't destroying anything, it shows creating and the capabilities of the device much better
The intent of the ad was to spark outrage so that many outlets talk about it and effectively run the ad for free.
No, it was pretty clear what the intent of the ad was: to show that ALL OF THOSE creative functions are accessible in a CONVENIENT SMALL FORM-FACTOR. Any outrage was a CHOICE. 😒
@@I.____.....__...__ i mean, if we're splitting hairs here, I would say you're right, that's ONE goal of the ad campaign. the ad they made always had to show form factor and functions, but that could be done in thousands of ways, most of which are boring as all hell and nobody would talk about. nobody talking about your ad means it's a bad ad. so the ad they actually made was created to of course showcase the form and function, but the genius of it is that everybody is talking about it for free. it's an Advertisement, not a product showcase. I agree with you in that people are choosing to get mad about a faceless corporation's ad campaign and that's stupid (and if it really was cgi even more so) but here we are commenting on a commentary about the reactionary commentary to the campaign so
@@I.____.....__...__ Ad agencies create outrage on purpose so that media outlets would report on the outrage. They knew what they were doing. Notice how all reports and viral videos say "destroying all creative tools to reveal THE THINNEST IPAD EVER." The thinnest iPad ever was the message all along, and now it spreads for free throw news and commentary.
With the marketing department apple has, there is 0% chance they didn't consider that this would be a sizeable reaction. They still chose to go with crushing/destroying imagery instead of a more cartoonish flattening/squeezing (as others have suggested). The outrage is, in large part, intentional and desireable from their point of view.
I didn't think of this initially, but I think you hit the nail on the head.
Ah the old "They're too smart to not have thought of my interpretation." literary gymnastic trick
@@CharlieQuartz I'm not saying they're smart or that it would be stupid not to have thought of it, just that with the amount of people involved in producing the ad, it would have been brought up and considered.
@@DraGon72097 It was, and they used the 100s of other ads that have done this exact same thing (Sony Walkman is one I remember still) and people didn't have any issues before because it's just a stupid mindless ad. Now people need to put these dumb modern art takes on it. It's just a dumb ad they made for cheap and now they're getting even more notoriety because people keep talking about it as if they murdered a child or something lol
@@CharlieQuartzmore like there is valid reason to believe that with their given area of expertise in the advertising field they did think of it. The same as there is valid reason to believe the baker has thought about how the pies will taste, or the engineers have thought about how the gears will wear. It's their domain and largely they have a huge well of experience and knowledge to draw upon for predicting outcomes.
The iPad doesn’t replace the piano or an easel in the same sense that a sim racing setup doesn’t replace an actual race car
The "whats a computer" ad made me way more angry than squishing some stuff. Art is art even if it is corpo art
The subtext implies "destruction of value" no matter how you spin it. It's inherently gonna be offensive to artists and creatives that hold value to those objects. Even your wording doesn't accurately describe the ad, 'squishing' is a funny way to put it
@@surrcram yeah them destroying the piano and music equipment felt wrong to me. Feels sacrilegious in a way. Though not enough to get pissy about it on Twitter imo.
And peiple are responding to their Corpo art. I dunno why people are upset that others are reacting to art. They hated it, that's a valid response to anyone's art.
About the Mac thing regarding studio being stuck with M2s.
At least in my personal experience meeting professionals in the filmmaking world, it’s surprising how often I still see the old Mac “trashcans” in use in professional studios hiring dozens or hundreds of people working on movies and television. I’m currently working on a feature film and the editor/DIT is still using a MacBook Pro with a Touch Bar for on-set file management and simple editing.
So I think it’s not a huge deal to update the highest end desktop computers every 2-3 years, because it seems to me that many professionals are willing to keep the old hardware until it basically stops working or becomes unacceptably slow.
For professional work the most important point is having something that just works and has performance thats just good enough. You want to avoid downtime at any cost and every change means potential problems so unless necessary you mostly avoid changing anything.
Watched the ad, personally thought it was a cleaver way to show how everything that was shown have been crammed (crushed) into the technology even if it may be the ability to use apps that can replicate the various devices on the device.
It would be like Samsung, Apple, or other companies choosing to show all of the devices (Cameras, Radios, Portable TVs, MP3 players, Notepads, etc) and stores (Camera Stores, Music Stores, some Electronic Stores) that have been replaced/replicated by and due to the coming of the Smart Phone.
It would also be like Amazon choosing to show all the stores that have gone under due to the rise of an online store like Amazon.
The ad is literally the opposite of the original super bowl ad of smashing "the man". Now "Big Brother" smashes all of your stuff forcing you to use whatever shiny new sh*tbox they want to shove down your thoat before making that obselete and forcing you to buy another one.
16:50 There are actual orchestral pieces that include the firing of a cannon. I've seen videos of target shooters firing at calibrated metal targets to play a tune. It has been done. Not to mention custom "artistic" firearms with laser engravings, vinyl wraps, or paint jobs.
The era of engraved guns in the 1800s. Which were beautifully engraved with malicious detail, hand crafted with exoctic materials to be one of a kind.
Also complex mechanical guns. Rotary action double barrel rifles, art made not of clay or canvas, but out of tool steel, and not by the brush or wheel, but of the lathe, mill, and file. An artist expression in a different medium
Tchaikovsky's 1812 Overture. Cannons are technically not firearms, but point taken.
I used the swiss army knife as a negative in conversation.
It's a tool that does a bunch of things poorly. Not specializing in anything makes your knowledge a mile wide but an inch deep.
Jack of all trades, master of none, but often better than a master of one. Is 3 pieces, started as jack of all trades, then folk tacked on master of none, then tacked on but often better than a master of one. I believe the whole statement is true in some ways and not master none can be true on its own. Example being A smartphone, it's better than a landline, padger, PDA, and even in some ways a laptop/desktop despite not being master of any them. But also illustrates how not fully focusing on one thing can be bad, as cameras, gaming, and content consumption can be worse on a phone. Just depends on how contextualize it. Is the ipad the be all and end all of things( like what they crushed in the ad)? No, is it bad for what most people need? No. It's convenience that people fail to factor in but always go off of. A swiss army knife, yeah, most of its tools are not as good as the real ones. The knife, bottle opener, tweezers, and corkscrew are good enough for most. The screwdriver, scissors, saw, and toothpick aren't. See my point? My personal thing is to use what you need, consider what you want and if you can go without it, and lastly, enjoy what you find joy in. I like my swiss army tool, i don't like ipads, and i like my phone. Just depends on circumstances, my dude.
The best tool is the one you have available. In many situations a swiss army knife is exactly that.
I used my swiss army knife to (hopefully) build PCs on tables.
i would rather have a swiss knive on my hike than any single item on its own.
Apple unintentionally touched on the exact thing people like Lewis, Tolkien, and Heidegger warned us against with tools becoming so disconnected from their purpose that they become inhuman. The outrage isn't manufactured, it's just most people don't have the vocabulary to explain why it's wrong.
I am mad because these legacy of these items should be respected and honored, not thrown away the second it becomes obsolete. Entire generations of artists for many hundreds of years used these items every day for their entire life. Now we just toss them the second something that is at best a half ass recreation emerges? It just pisses on the legacy of those items and the people who used them, not that they are being replaced, but because they are just discarded.
If they instead had a musician hanging up their guitar on their wall and picking up an iPad and making music with that, I don't think people would be nearly as angry.
This ad idea would be so much cooler in reverse!
The items exploding out of the iPad because it contains so many things in such a small package they can barely contain it all.
It’s not about destroying the old it’s becoming the new
There's grass man go touch it!
I feel like the fact that people choose to complain about this as opposed to all the shit Apple does is just dumb
Hi will there be any more content on the Badminton Centre Project :>?
Linus giving off the biggest tech bro energy right here.
As a musician I really despise this ad in the way it has been filmed. My sister is a pianist and we have been educated to a culture of music that considers the 'tool' (the instrument) not as a mere tool but as a way of expressing yourself through the sound and the feeling of playing. The ad itself bothers me because out of all ways to carry the message of the new iPad being a Jack of All Trades, they decided to use the most destructive and sterile industrial device... there really could have been many better ways
Destruction and creation go hand in hand in art. Kill your darling is a philosophy that may hurt a little, but in the end you grow as an artist. I though the ad encapsulated this perfectly.
I love electronc music, I love the unique sound that only software and synth can produce. I don't like when people use DAW as a "cheat tool" to produce acoustic sound, if you want to use guitar sound then do a live recording of it.
@@FantasticOttoI get where you're coming from, but destroying such a wide selection of tools is a strange way to convey that. And killing your darlings is for when they constrain you creatively. A blanket refusal to use tech in art definitely counts as this, but the best path for most is using the iPad in conjunction with traditional methods
I found it brilliant. The pneumatic press aligns with the idea that it is the thinnest iPad Pro ever and that is a fusion of many tools in 1. People are fragile snowflakes…
@@jonathansaindon788 yes people are indeed fragile, they are as fragile as the new thin IPad. Humans aren't emotionless robots that would all watch that ad and feel nothing about it. I understand what they're trying to say but the way they're trying to say it is tasteless.
I saw the ad randomly on CZcams, before all the drama. It was one of the first ads recently I thought was actually interesting. I was surprised how well it was created.
Apathy isn't something that should be socially acceptable.
They destroyed perfectly good objects,
Crushing our "dreams" to make their iPad, how is that "cool"
@@everythingpony it's crazy to me how many people miss simple messaging
@@raidwipe The message being that old stuff is not good and their new stuff is better?
@@everythingpony oh no dude not a piano that exists 1 million times over the same model.
Apple Ad vs Artists: Apple wins
Apple Ad vs Japan: Japan wins
I would say the people that have more of a reasonable...reason to be mad are the people in japan. I had forgotten about the Spirit of the tools culture over there.
For the most part I'd say "yeah...this feels a little wonky to look at as an artist.." but at the same time I understand the idea that we shouldn't get _too_ upset over it.
the premise that a computer can do alot of tasks is a realy outdated premise for me.. making the entire ad about it seems like low hanging fruit.
i honestly think its more about the hydraulic press to lock in with the zoomers and still be marketable to older generations
Apple: "We fit all of this into a tablet!"
You and I: "Apple's been doing that for nearly 15 years"
i think the goal is to show that it's really thin and compact
@@bandguymichael i know right? i mean its realy imperssive they are able to make it as thin. but i dont realy care on a large tablet device thats already so thin. 1m thinner isnt gonna score me points when im probably running a folio/protector anyways.
Firearms 🔫 are absolutely a form of art and expression here. Have you seen 3d printed firearms? CBC came down from Canada to chat with me about making one and I still have my orange topographic glock I made with them hanging on the wall as a display.
The reason they go after reupload of old commercials is because companies pay image rights of the actors for only a few years and they can't allow the use of them after the rights end.
yet hundreds of thousands of adverts are preserved and archived just fine?
did anyone watch iphone's recent ad in India where a
iphone is dropped multiple times in a hard surface i.e. inside an autorickshaw and not a single scratch happened on front and back glass.
we got m4 before gta 6
I really liked PillarOfGarbage's take about the ad, the last line of it really hit.
"[They] committed the cardinal sin of advertising; they told the truth."
there’s no way that the ad was filmed for real. Paint cans have the possibility of exploding when compressed. There’s so many hazards in crushing that… Doubtful that it was for real
So should i buy an ipad or piano? I am confused can i use ipad instead of piano in coming school program?
The fact that Linus didn't comment on LG's ad (which Apple basically copied 1:1) because he couldn't shut up for 30 seconds, focus and watch it for comparison, is a shame. I was hoping for some "Linus outrage" lol :P Luke, you need to force him to be quiet sometimes because this guy just never stops to pay attention.
Seriously, this! I was flabbergasted by how much it rang like plagiarism. They had shots with focus on exactly the same objects (like the lenses)! I was really hoping they would talk about that, but it got completely ignored.
I don't desperately hate the ad or think it's evil, but there's better ways Apple could have gone about making their point. Especially with the combination of AI threatening many artists and Apple being particularly popular among artists -- I can't count on my hands the number of people who use a tablet for sheet music in my college band!
I hate how no advertising is about the product anymore. All Apple tells you is "it thin", so informative.
Have you ever seen the Baby Gun series of the Great Giger? There's the tied up pistol sculpture, the photograph of the guns and flower, I think Obey did something too.
I get what you are saying, but it's just an example of the era. This commercial would have fit in amazingly with the visual language of y2k advertising. But the implication vs what the easy timely interpretation based on current anxieties is that this physical reality and all artistry can be condensed into a sleek product. Tools yes, tools for artists all in an omni creative slate of your dreams. I don't think it's manufactured outrage, it's people who understand metaphors deeper than the handful of creatives who didn't listen to potential avenues of critique.
Also to Luke, don't just ignore it. Make fun of it.
Understanding your own metaphore that wasn't intended in the original work IS manufacturing a sentiment. The idea that I should not express an idea a certain way because you will get triggered by meanings that exclusively comes from your own mind is bananas.
Apple never said all artistry can be condenced into one product. They are saying many of our artforms can be represented in the ipad.
@@FantasticOtto I would agree for like a single creator but something with this many eyes no. Corporate artwork deserves more scrutiny
It's gonna be the SwitchU
There's the original Pokemon Gameboy game ad where the bus driver squished all the Pokemon into the Gameboy.
people understood the ad. The problem is that it can also be interpreted as "you don't need those tools anymore, an ipad can do everything, so let's crush what's old and only use this new device"
I think it was Apple's intention all along
99% of the time you can predict someone’s reaction to this ad: artists/musicians hate it, others don’t. But the ad is targeted mainly at artists / musicians, and as such it’s an abject failure on all levels.
Literally this. I don't understand how Linus missed that they're alienating the people who buy their products. I play violin and compose sometimes (on paper initially and then on musescore) and the ad made me like apple considerably less than before.
@@VivekPatel-ze6jy it would have been Much better had the overall look of the commercial not been this dystopian darkness. Had they somehow made it bright and cheerful, their intent maybe have been better conveyed. But everything about it was dark, foreboding, and oppressive. As both a professional photographer And professional musician I found it so far off base it felt like a Threat.
Apple really, *really* should have known this wouldn't go over well in the current climate, particularly with the panic over AI. I feel like there have been ads like this before, but this hits way too close to very current, very emotionally-charged happenings.
You hit the nail on the head. All these comments feel incredibly tone deaf.
Does anyone remember the ad for the iPod Flea
I kinda liked the ad. It reminded me of that Pokémon Gameboy ad from the 90s with the bus
I agree with Apple. But also understand the outrage. With AI running roughshot over artists right now, any move to an electronic future is likely sensitive.
But a lot of artists have move to digital, I don't think that argument makes any sense.
I still don't see how the AI revolution is different than any other tech revolution that disrupted the humanity.
I think social media make things blow up and feel more controversial, people outside those bubble doesn't care that much even if is something actually important.
@@neociber24its not about tech, it's about AI. The comment still applies.
@@randyrandy2460 not sure what do you mean, generative AI is just other tech advancement.
We still in the hype phase, there are too much ramifications, we don't know where all that will lead to.
@@neociber24 you conflate artists anger at AI with tech. Its not just traditional, but also digital artists that have issues with AI art. However, both are probably more likely to dislike tech companies due to their propensity to EAGERLY add AI to shit without care is what i was saying.
Linus is way off-base in simply dismissing the outrage and the social climate that informed it. Advertising is all about provoking interest in a product. If your ad ends up repelling people from it, you failed. It does not matter if an idea worked once before as views change and it is up to advertisers to be on top of how their work will be perceived in light of that change. It would have been perfectly rational to say that the outrage was overblown regardless of the arguments, but the corporate shills that have come out of the woodwork in response have only served to completely justify it.
The whole "Here's a Mac Pro" story has been going on for... _forever._ I remember the same story with the Mac Pro 2011, and then the Trash Can.
I don't understand the outrage. This is not the first advert in which things are destroyed. It is more likely that one of Apple's PR firms suggested that people were angry so that the media would talk about it.
Instead of crushing they could've easily made things appear out of it
That piano didn't grow on a tree. They had to cut down the tree to make it. Destruction breeds creation.
These people are reading way too much into this ad.... those comments you mentioned are legit insane.
It's not saying you cannot actually DO any of those things with an analog approach, just that you COULD do them with the iPad.
This really encompasses the entire Apple experience for the past few years.
"Just trash all your past belongings because something better is going to come out. So with that said, let's make all of our previous generational devices obsolete too and feed the modern never-ending-consume-only culture which is being milked to hell at the cost of future generations!"
- Apple, I guess
Also, trillions of dollar worth Apple couldn't come up with anything better than this?! Just what, how and why?!
The 5C was the first departure from the mainline iPhone, followed by the 6 Plus, then the first SE after that. The Plus model stuck around, adding the XR was the next departure, then the 12 mini, and finally the 14 Plus.
I wish the Garage Band on the iPad had standard sized piano keys, the keys being thinner mess with my muscle memory. It's nice that the iPad is able to do so much, but it probably isn't the best at any individual tasks.
why r ppl mad over an ad 😭
Everyone soft and have nothing better to do
I agree with most of Linus’ points but I think Apple should have know better. They could have made a much better ad by “peacefully” combining all of the devices instead of putting them in an industrial crusher.
As someone who has brainstormed and been filming some ads, it honestly would have never crossed my mind that people would take it wrong. In my mind it just sounds like a cool idea to showcase everything the device is capable of.
@@Iisakkiik That's why "products" are tested. Limited screen tests for movies. Alpha, beta, early access releases. Because 10 people in a room is not a good sample size to market to a larger audience.
This is the company that put the M4 on an ipad first and sell you a pen that charged through a lightning port while the ipad that supports it use type C. So they probably didn't think that hard to begin with while making that ad
Honestly they probably did, it will be interesting to see if this outrage has any negative affect on sales
@@tai6188 Most likely little to no effect. lol. Just another day in Apple HQ. As the Ghoul said, "that is a very small drop in a very, very large bucket of drugs" 😅
A gun has been used for artistic expression, I know about a specific piece by Ján Mančuška, it's called "800 Ways to Describe a Chair". It's a silhouette of a chair made out of gunshots.
They were close! Play it in reverse, suddenly it's a story of the creativity the iPad unleashes.
For those that don't know, Luke grew up under a rock.
The AD hate was just stupid. There’s so many other things to actually hate on with Apple…..
Why do you think people didn’t understand the Apple ad? It’s very obvious that people understand Apple’s point, *and* that the ad was insensitive lol
Anyone else think that maybe it's just controversial on purpose, because Apple wants to have another 1984 super memorable ad or whatever?
Pretty much anybody in a creative industry, for example somebody who creates Apple ads, has awareness of the recent backlash against AI replacing creative humans. I think that inspired them to come up with something that has more shock value right now than it would 10 years ago or 10 years in the future.
Linus, it's not that we didn't understand what Apple was trying to say. I saw the ad and my immediate response was revulsion. To me it seemed like Apple was saying you don't need this garbage because we gave you a tiny little screen.
Apple can tell us whatever they meant this ad to say but that doesn't matter. The viewer will form their own opinion from what they see and that is the beauty of art and our brain.
9:14 An "ad" doesn't really function as "art" though. Nobody releases an ad to function similarly as displaying an art piece and not having to explain the context. It'll just fall flat as an ad. An ad has to connect and deliver a punchline. Of course communication is a 2 way street and no matter the intention, it still boils down to how it is interpreted by the audience. In this case though, this is an advert; meaning it has to connect. The effectivity of an ad is if it reached and touched its intended audience. US and Japan are, historically, mainly the 2 countries where iPhones have around 50% or more market share. The fact that it came off as insensitive to Japanese viewers, shows the lack of empathy. It may not be Apple's intention, but that is how it was received.
I'm not saying you're wrong, but any piece of media can be viewed as art. We teach ads history in art school because there have been notorious exemple of ads in the past that are known for the art value they bring to the media. If there is any talk about this ad right now, that there is many ways to understand this ad, is it not proof that it is being viewed as art in some capacity?
@@David-Jette I was thinking about that. I do agree with you... but at the time of its creation, it needs to function as an ad first and foremost. Whether it was successful or not at its primary function will certainly add to its story and value as an art piece.
Certainly, any advert becomes an art piece because of the aesthetics, the context behind its creation, and the discourse around it. The first thing that comes to mind for me is the long MS Excel ad/demo back in the early 90s.
It's cool to hear about your teaching of ad history. It is certainly a topic that is very interesting. It rivals movies as time capsules of cultural trends.
Anger is a perfectly legitimate response to art.
Needless destruction as art is common.. as is the anger response to it.
Yes it is an open wound for artists. It's almost three years that artists were told that A I would never replace them and yet google is not hiring new graphic designers.
Photoshop and csp all have AI now. Do you honestly think that apple does not have it in their sights?
Apple intended something different, but apparently it doesn't convey the same meaning to the user. The solution here isn't to say "Oh but they didn't mean it" and push it under the rug, the ads aren't for the company, they are for the users to understand the purpose of the product. If the customers _en masse_ have understood a completely different thing, that means Apple did a _horrible_ job of creating an ad (That is assuming Apple actually meant to convey what they are saying or it isn't ragebait) and they should just own it, apologise and make a new ad that conveys their vision better.
I felt the ad was perfecrly fine. That being said, I do understand creators jumping at this with the fear of AI, which is a part of this IPad potentially destroying many of these creators jobs/drive to become creators in the future.
This is the sanest take I've yet seen on the Apple ad.
Im in the middle on the ad controversy. What I'd have done done is shown several pieces of art equipment are in a land fill and then panned to a young women sadly throwing a broken instrument in the landfill and then watch as everything is recycled into the new iPad and she buys that to keep being artistic.
As an apple hater I don't understand the hate for the ad. It's goofy to be mad about it. They aren't telling you to throw these objects away just simply the tablet can do it all with a lean form factor
Point: missed. People aren't annoyed that Apple released an ad where they intentionally said "Muahahaha! Art is bad and we're gonna destroy it! And you will have to buy our DOOM SLAB!!!" Once you get past that obviously wrong and condescending interpretation, you can find more nuance in the argument. Like, personally, (and maybe just as a non-artist,) I don't have much sentimentality for instruments or other artists' tools, and I also understood what Apple's intention with the ad was, yet even I thought it was kinda crass. It's not hard to see a bit of an unintended, but kind of implicit message of obsolescence of the old, and superiority of the new, when your ad involves smashing to bits these cherished symbols of culture. (And yes, the LG ad was similarly a bit crass.) Like I'm sure most people would agree that putting a baby in a blender and then pouring that into a smartphone would be a pretty tasteless way to send the intended message of "you can store memories of your child's life in your phone," even if the actual intent was obvious.
The intended message itself is fine. And I even see how it could seem like a good idea at the conceptual stage; people love hydraulic press videos, right? The execution, however, is sending mixed messages, which a lot of people picked up on. This was even pointed out at the end of the clip by one user pointing out that the ad was tone deaf and like... Linus seemingly just refused to understand what that meant? If something's tone deaf, that means that the message has other implications beyond the intended message that should have been noticed and accounted for. Linus saying that a company can do no wrong so long as they didn't intentionally do anything wrong is frankly bonkers. Following that logic, it would be absolutely impossible to say or do anything that was tone deaf.
And the stuff at the end about people getting too upset? Bro. Methinks thou dost protest too much. No one gets worked up about nothing quite like this guy. The arrogance and hypocrisy is outstanding. I like LTT content and watch a lot of their videos, and Linus is a really great presenter and clearly very passionate about his work but... damn... stuff like this is just embarrassing.
Couldn't have put it in a better way than this
This guy has a working brain and a healthy level of empathy.
i love that apple kept the ad up
That Apple ad is just a straight up knock off of the ad for the original Pokémon Game Boy games at the end of the Pokémon movie.