This is Why Appleâs âCrush!â Ad Feels Bad
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- Äas pĆidĂĄn 8. 05. 2024
- To introduce the new powerful M4 iPad Pro, Apple created a wild new ad that uses a giant hydraulic press to literally crush creative tools like a trumpet, paint, camera lenses, and more, supposedly into an iPad. The new iPad is the thinnest device Apple has ever made, hence the press, but this ad may not have conveyed the message they wanted.
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Imagine running the ad backwards. That would have made the same message in a constructive way
This would have been genius actually!
I just thought âoh it's like the hydraulic press videos everybody watchesâ and thought nothing more of it ÂŻ\_(ă)_/ÂŻ
That in no way negates the symbolism
@@michaelswan8256 maybe for you. I know people take every Apple ad as a big commentary on things, just saying I took it as a play on a recent fad and nothing more.
Yes you consoomers don't think about anything else that the slop you are consooming we know we know.Thanks for watching ads.
@@redwithblackstripes đ or you're a nerd who takes things too seriously and gets their feelings hurt by an ad
Why is everyone suddenly taking everything literally? Is it, maybe, just because they hate Apple?
I think it would have been better to have some kind of âWonkaesqueâ machine where all the stuff is on a conveyor belt and goes in one side of the machine, and the iPad comes out the other side.
Yes, one would have thought the advertisers would be trying to sell the picture of compact fidelity and compact utilities, rather than destructive compaction of the goods. Wonder how much they got paid.
Yeah, something like, there's a giant conveyor belt of tools, they all get scanned by a mysterious metal box. They come out the other side and are placed on top of a big dark stage. The metal box spits out an iPad, which is also placed on the stage. The lights rise and all the stuff are roughly displayed by antiquity, with the iPad at the front since it's the newest. They all play an A as if to tune before a symphony.
Yeah, exactly. That'd be whimsical and imply transformation. It wouldn't come across like revelling in the egregious destruction of beautiful things.
Or if all the items were actually squidgy, so they really did compress into the iPad rather than being destroyed.
Thats sort of like how they did the old Apple IIc commercial, puts all the things in a case and out comes a small device with all that capability. I dunno how the metaphor will carry out visually, since iPads generally don't need a carrier bag like the IIc did but I'm sure someone could figure it out.
You may not burn books und you may not crush music instruments.
I'm immediately suspicious of anyone who engages in iconoclasm. I don't think it's healthy when people revel in the egregious destruction of beautiful things, or the idea of erasing the past.
That doesn't compare lol the context is different. They made certain books illegal by law. Derp.
Imagine before the hydraulic started you hear a Finnish voice in the distance saying: âAaand here we go!â
This ad reminds me of a Nirvana-be band I saw in the 90s full of local rich kids who's angst seemed very insincere. When they destroyed the guitars their rich parents bought for them on stage there was so much negative backlash from the crowd of struggling musicians who had to buy their own gear and couldn't even afford backup guitars.
If itâs already crappy end-of-life instruments maybe but not like a Fender Strat or Les PaulsâŠDavid Crosby before he died criticized Phoebe Bridges for doing the same exact thing on SNL.
Idk, unless youâre guitar savant like Jimi Hendrix doing in as a âsacrificeâ one time thing ok maybe but itâs really dumb to break instruments in this day-in-age
You want us to believe the folks with the intelligence to create the I pad pro aren't smart enough to make an ad.
They knew exactly what they were doing.
Different teams, one is marketing the other is engineering.
Oh my eyes! No! Stop! Thatâs what I feel when I see the ad.đ
crush the traditional tools of human creativity to get a throne of rampant consumerism
Feels... wrong.
Is this what we wanted?
The iPad Pro would only be savory for me if they opened up the bootloader to install macOS, Linux, or Windows. iPadOS is for children.
Agreed.
Fellow professional musician here! I absolutely love my iPad for doing score study+annotation (gotta have the pencil!), as well as composition on the go or from my couch (using Dorico). I actually only use it for music and it's really helped me in that regard. I wasn't completely offended or hurt by the ad, as I think it's one of those things that can be read into a bit too much with personal projections, but I really like how Adam Lisagor put it, "compression of value" vs. "destruction of value." By that extension, it has basically "compressed" a large library's worth of sheet music into one device for me lol. But I can understand how this was not received so well, especially in light of what's going on with big tech vs. creative industries.
I would be very interested in hearing interviews with the creatives who worked on this ad - the filmmaking crew who set up such an incredible set and clever cinematography, the creative directors, production designers, prop stylists, set builders, and post-production team - obviously this had a team of creative people behind it to make it happen. Did anyone working on it stop to question is this really the message we want to send out to the world?
Same thoughts on your second paragraph!!!
> New iPad advertisement
> Featuring dozens or even hundreds of beautiful creative mediums, expressions of art and culture, crafted and used by human hands
> Literally getting smashed into PASTE by a gigantic industrial machine
What did they mean by this?
I think you've nailed it there. The symbolism is perfect. But not in a good way.
I think a big part of it is just that it comes at this moment when so many creative people are worried about losing their jobs to AI, and the M4 is specifically built to enable AI, which just doubles down on the concern
Learn to weld
The sheer mental gymnastics required for this literary interpretation are Olympic-grade
â@@michaelhutchings6602 Robots weld way better than humans ever could.
@@joratto2833 Eh, are they? People are not GPTs, we easily make wide-ranging associations about everything. Like look at the movies that came out after the fall of the USSR vs. after 9/11 vs. after the 2008 crash.
@@Blaze6108 When did I say humans were GPTs? Weâre a very well-made piece of biological machinery capable of exhibiting general intelligence in the real world.
How that relates to this interpretation of this advertisement is beyond me.
This ad just reminds me of what technology is doing to our creative culture. Makes me realize I need to spend more time away from technology playing music, baking and spending time with family. Thanks for the lesson Apple. Hoping this very realistic ad may wake people up to start a revolution.
I shoot a lot of film as a hobby not because it makes sense (my Nikon Z8 smokes every film camera ever made and I don't need to buy film) but because I shoot film because I love the feeling loading and carefully shooting film. Its thoughtful and limiting. compared to pointing a modern camera and having just do it for me.
Then I take the film home and develop it by hand in a Jobo CPE2 which takes time to setup, mix the chemicals and then hang the film to dry. After I scan the film I print it onto physical papers, all this makes no sense when I can just point a digital camera and have photos on a screen. When I got into photography with digital I was a programmer and sitting Infront of a computer to create like my job didn't appeal to me at all, so I found film within 2 years. (I am old enough to remember using film cameras on family trips)
The reason for this expense and joy from this long process is creating something in the physical world with my hands. It not an encoded data representation on a screen. Its an object.
This ad is Apple telling me "Why do you have that Nikon SP which is older than your father, just chuck it in the bin where it belongs and buy our product that do everything it can better" And as someone that values the inherit "soul" of creation with everyone having a different take on it due having different minds, it feels like Apple is trying to sell me that soul.
The reasons for this ad hitting me is hard to put into words, I have had a few drinks tho.
In vino veritas.
You summed it up pretty well. It's just bizarre and somewhat sinister that they would take a collection of beautiful objects people are nostalgic for, revel in them being violently destroyed, and expect artists to find that inspiring.
I can see both sides, to be honest. It did strike me as weird that the things were being broken. I also totally got the point, we are squeezing all of those things into a device that is 5mm thin. If it had been a cartoon, where someone was trying to pack a suitcase with all that stuff, and after jamming it all in and sitting on it, they open it and pull out the iPad, OR if they had had a science lab, where they distilled them all into a potion, and synthesized the iPad from all these influences, it would have come across better.
I get that it is cool to watch the hydraulic videos on CZcams, and they are squeezing lots of things into one small device, I think the main miss was in kind of glorifying the things breaking, rather than being transformed.
That being said, I didnât think it was that big of a deal. As a commercial it was just a bit meh.
Would you recommend the Braided Solo Loop of the Ocean Band? I already have Alpine,Trail and Silicon Sportband. How does the Braided Solo perform in the Summer or while swimming? And how Long does the Braided Solo take to dry?
Didnât even see it till now. I get your point but I didnât read all that into the ad. I did not think it was at the same level as a typical ad.
Also the fact that Apple keeps talking about "Saving the environment" but crushing the props for this ad all while removing Apple stickers from boxes also is a big oof.
people need to get a grip, the ad is fine
They destroyed at least 90k worth of stuff that many people wouldâve wanted for years as a gift
It seems like nasty iconoclasm. Like _âWatch us violently destroy all these beautiful artistic artefacts to be replaced by our new product.â_
At least the hydraulic press channel destroys things for scientific curiosity. This feels more like the wanton vandalism of something like TechRax.
Itâs also a particularly bad look when Apple has recently been revealed to be routinely destroying vast numbers of working devices rather than resell, refurbish, or recycle them.
Can we get a video with you playing the trumpet? I played in High school and it's such a fun instrument.
A vortex of all the stuff falling into the ipad wouldve worked, I thought they were using a guy who does the hydraulic video's at first.
would we be talking about it if they had used a lame vortex? probably not.
Hate how every response to a bad ad is met with "you're talking about it, so it worked". These days, not all publicity is good publicity. We have cancel culture, remember?
Thanks to the internet, we're very slowly transitioning to an age where companies actually have to take responsibility for their actions. And if you show tens of creative instruments being destroyed whilew we're experiencing a big crisis in the industry, you're bound to get some deserved backlash, drop in stock prices and more. And that doesn't help the company. They have hundreds of people specifically hired to make ads as appealing aa possible and they failed horribly, especially when their targer audience are artists here, so when they fail, they should get hate and get punished for it. People who say otherwise are stuck in a mindset where big companies can f them over in any way they want and people thank them for it.
Consumerism and the obsession with brands and being up-to-date made people into robots with thought dictated by a number at the end of their phone's name. Which all goes so much against of what one of the first big apple ads said (the one where a lady destroys big brother with a hammer). This as is as close to burning books as the ad industry allows. If we let this slide, the next ad might say "Don't visit your family on thanksgiving when you can just facetime them or look at their pohots in our cloud" while destroying your family photos and car.
Inb4 "we say it because it's true"
Its brilliant and all the free marketing they are getting
Everyone talking about it. Job done.
Everyone talks about Elon Musk and that's tanking Tesla stock.
I am still planning on getting it⊠Iâm watching/commenting on iPad 7th gen. Still wish I never seen the add
I personally loved the ad. I made sure to get my boyfriendâs attention when he rewatched the event with me when it came on.
I think people are getting too worked up over an ad that doesnât say a lot of things people are accusing it of saying.
For one, the ad isnât exclusively about creation anyways. Piano, trumpet, paint? Sure. Emoji, Arcade games, globe, angry birds? Nope.
AI? I honestly donât understand how this relates to the ad at all. Iâd love for someone to explain in clear English what about this is AI.
Iâd be surprised if it was entirely live action. Maybe some for reference, but a lot of the crushing items were crushed comedically in a way that wouldnât happen naturally.
As a creative, I thought it was very clever and itâs honestly one of my favorite recent ads.
It doesn't directly relate to AI but there is a common theme around soulless corporations destroying things with heart to build consumer products that I think people are getting at.
post-futurism
Loved the Ad. Find all the uproar hilarious.
I think this Ad struck an uncomfortable note for a lot of people, not because itâs offensive but as humans, we consume, create and destroy in equal measure.
Weâre all guilty, Apple just expressed it in such a way, the truth bloody hurt.
It's only an ad. Yea I get the positives and news but it'll blow over.
This ad is disgusting. I agree with the Chicago Tribune.
I liked the ad, its probably up there with one of the better ones⊠the only thought I had was that there was a lot of waste for an environmentally conscious company- but I wasnât offended by it or anything- it was just a thought
A curious question: Are there people over eighty years of age who are very elderly people who own and will use modern smart phones??!!
Because itâs so controversial, I feel like itâs going to enable them to sell even more
An iPad will never match an acoustic piano and guita
Yore talented đ. Great video man
great ad. he's sad coz - trumpet. people have lost all perspective. mental. Also. we're all talking about it and I know what the new iPad does.
I'm sorry but the way in which apple "communicate their intended message" is the point where apple can choose their own creativity. The ad is not worth cancelling just because people don't like that they crushed a few instruments
The over reaction is just so silly in my opinion
I love the ad - it's telling the truth.
the Undertaker?
an apple ad made you cry and you said that outloud bro. jesus these people really are in a cult. do better steve
The fact that you made a video about this means the ad worked. Youâre taking about it. Free advertising. No one thinks the IPad is actually going to crush anything. Apple marketing know what they are doing.
No, this was a rare misstep from apple, they even apologized for it. I get where youâre coming from but apple doesnt work that way, the chaotic nature of negative reactions is completely against their view for their marketing. If apple is fantastic at any one thing it is the deliberation of their marketing. Using hyper specific words and clean marketing is super important and keeping their image in their own control is probably the single most important thing for Apple as a company
Yeah well, we see google and apple crushing everything that's not them and replacing creatives with AI. In context of the wider world the message is far more grim than JUST the IPAD.
The destructive imagery ain't even subtle.
I know the intent of the ad, problem with art is that meaning is also in the audience.
@@sfglim5341 They apologized because of the backlash but did they delete it? nope. People are mad at apple all the time, this is normal to them.
It reminds me of the Taliban destroying ancient sculptures of Buddha.
It feels disgusting
I thought the ad was GREAT!
It was a great AD, Apple crushed it đ
A curious question: Are there people over eighty years of age who are very elderly people who own and will use modern smart phones??đ đ đ
Come oooooon !! Not you !?
Maybe itâs the trumpet background đ€·đŒââïž
Have people forgotten ads are supposed to get people's attention!!! LOL đ€Łđ that's the whole purpose of them! Apple did their job right and got everyone's attention! đđđ»
It only bothered me because it seems like a tremendous waste. Was kind of hoping it was good CGI. Maybe it is.
meh. It didn't bother me so deeply as the socials narratives are pushing back but I certainly can see how some folks get triggered by it. I was impressed by the effort it took to put together at least. I get both sides of the argument but chuckle at the storm of controversy around it. So many other things worthy of more in depth discourse, ha!
I know this is really minor, but please don't call twitter X.
I found it very original
I felt the same as you - strange to see all these creative things being destroyed. That feels bad to me. And then I see an iPad right after and sort of get an association that is not great.
Yall are so soft they arenât showing that those items are bad they are showing if you mix them up they are a ipad
Agree that it is an interesting, perhaps unsavory, choice of visual metaphor. I'm pretty sure this would have occurred to me had I been in charge of making the commercial, and I'd have shifted approach. BUT to be offended (even outraged) by this is insane. Nobody needs to apologize. It was a bad commercial. Nobody got hurt. And I'm guessing they didn't actually break any of these things. So please let's move on and stop making 9 minute CZcams videos about it...
Why is everyone whining about this?
Honestly, I truly loved this ad at the first time, and kept loving seeing it every time I viewed it. Itâs simply making the point that the new iPad Pro is able to compress so many good things in to an ultra thin body. Cuz THIN is a huge part of the selling point.
And the point thatâs made in this video is mostly from perspectives of artists, and I think the whole ânot so goodâ feedback towards this ad come from the concern of artists of losing their career to those AI power or from their affection to their creative journey and tools, which is understandable.
It didn't come off as crushing things into "thin." It came off as destroying things.
AI wll destroy EVERYTHING of Value.
Apple didn't need to apologise. Philistines, and there are plenty of them, will think that this is a great ad
The eternal artist cope is delicious
â@@michaelhutchings6602Are you some kind of loser who hates people who work hard to get good at things? You know it's coming for you too, right? Cope.
You'll need to get your heads out of your rear I thought this was an excellent ad and I get it as it is no different than using a common everyday PC software tools and doing the exact same thing but on a tablet level
Hi
People dissecting this ad like a 12 layer party dip is unreal. Get a grip
People complain about everything these days. I like the ad, itâs something totally different.
You have a point!
It's all driven by the hyperbolic, chronically online commentary everyone seems to need to make to engage online. It was a neat visual metaphor - and that's all it is - for all the things you can do with the now even thinner, and more compact, device rather than it being a creative category killer. Itâs still the same iPadOS running the same apps, that you do or donât have to use, and it did everything in that ad already⊠Nothing changed overnight.
ipads and phones have been doing this stuff since they were invented. Why the sudden outrage?
Bruh, itâs just crayons. Stop crying
Huh, don't remember playing a crayon for my trumpet degree.
I don't love the Ipad and never have...nor apple's proprietary schemes...so this doesn't surprise me or make me think worse of this garbage company
short term backlash, long term hatred for these brands thinking we're blindly going to follow them no matter what we do. They showed us that even Apple is flawed and detached from what their purpose and their execution mismatch is.
Jesus every one live to cry about dumb stuff
I can't wait to see the Boston Dynamics ad when a truckload of their robots are deployed to replace a bunch of farmhands.
We are getting way too sensitive!
Iâm writing review record. Music critic Independent. Iâm Love apple note writing record review. Watching ad Iâm heartbreaking.
My goodness. There are over sensitive people who are literally offended by anything and everything, and then there are Apple users.
Crocodile tears đ I can't believe this nonsense actually made the nightly News! đ€Ż đ€Łđ People need to find way more serious stuff to cry and get upset about. I actually thought it was cool đ
Why are people still milking this? It's as laughable as the same peoples fake outrage over Apple's Mother Earth advert đđ€Łđ€Šââ
Because it just seems really distasteful. Revelling in the violent destruction of creative tools people love. Apple often have an obnoxious air of corporate arrogance. And they need to be taken down a notch. So I'm glad people are giving them crap about this.
â@@andybrice2711 Dry your eyes as your fake salty outrage is as laughable as your fake profile đżđđ€Šââ
@@andybrice2711 Like some has taken down my original reply to your fake laughable outrage đđ€Šââ
â@@nuyou21 I'm not outraged, and it's not fake. I'm mildly angry, and it's genuine.
@@andybrice2711 Genuine or as fake as your profile đ€đ€Šââ
Terrible ad. Only people with no creativity and no musical talent could come up with such a horrible commercial.
Yes Apple will develop Super-intelligent AI which will destroy humanity. This add is a forewarning about what tech companies will do to humans.
Help! The evil tech companies sell me products that make my life better! Save me government!
â@@michaelhutchings6602 You think this crap makes life better? Get a grip
why is everything offensive nowadays
The ad isn't offensive, just strange. Actually, I'm quite happy that Apple demonstrated their appeal base.
Itâs not really offensive itâs just actually fucked up
It sends the message on a very weird way
With the on-going ge... No.cide, this actually happening to humans... A little kid got his eye popped out because he was crushed.... This is soooo inappropriate
I love your reviews and advice, but this video is just silly. I watched it after reading news of genocide happening in Darfur. Yet you're worried about crushed stuff? Wow.
I don't understand comments like this... Like you can worry about multiple social issues at a time...
I am glad that I have never bought any of their products.
This ad was amazing. And i hate apple and everything related. People that complian about it atlre projecting their insecurities too much. If you think for a second you'll realize this add would worked in times where the first iphone released as anythint can be simplified in everytjing in your phone, tv, music, chat. It's nothing new.
Not "universally" bad.
Y'all either need to get on some good meds or learn what a visual metaphor is.
Cliche: Apple got the attention they wanted. IMO it's needy and negative to stoop so low
No. The whole purpose of the ad was to show everything is in this small device đ it's not that serious! Stop overanalyzing everything! Geez đ
I hate how easily offended people are these days ITS JUST AN AD GET OVER IT & MOVE ON WITH YOUR LIFE LOL đ
OMG What is all this whining about. Why are you taking it so literally. Sure ïŁż miss steps at times itâs hard to please over a billion customers. Over an add crushing items. Iâm absolutely sure there are far more pressing problems on our planet that deserve attention. SMH đ€ŠđŸ