Apple apologises after iPad advert backlash | BBC News
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- čas přidán 9. 05. 2024
- Apple has apologised after a backlash over an advert that showed objects, including musical instruments and books, being crushed by a hydraulic press.
Apple said the advert fell short of its goal of empowering and celebrating creatives, in a statement released to marketing publication Ad Age.
The video was meant to demonstrate how creativity has been compressed into the latest iPad.
But celebrities including Hugh Grant and Justine Bateman reacted with horror to the destruction shown in the advert.
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Apples "apology" is just another Ad to let you know there's a new iPad.
They didn't get it "so wrong" this is all free publicity. The media are all being played like a fiddle.
Correct, I didn't even know about it before this "scandal". Then again, only idiots buy icrap, so no hard done for smart humans. Also, this idiot reporter had zero good manners towards her guest. Disgusting.
Edgy sells.
Wrong, and a very dumb take by someone who has obviously not worked in a large organization.
They don’t want to look like idiots, which is what they look like. To think that someone proposed that they make a commercial to seek negative publicity and that this was roundly approved and that shareholders will be delighted. I guess everything is a conspiracy for you and nothing ever happens by accident or incompetence?
What a dumb ideal! Who on earth don't know an iPad? Now you see the ugly impression of the iPad
The problem is they’re try to sell iPad Pro to pros. Crushing the tooks that pros used a lot is not a good impression.
How ridiculous this world is becoming
...has become. Like at least 10 years ago.
You haven't seen anything yet.
i'm gay
@@BenQotsa Have a cookie.
It's always been rediculous
This woman sounds like those TikTok text to voices
Its true 🤣
watch the Movie "Eyeborgs" 😎
She is Ai
@@SPARTAN.JEROME-092behave
@@SPARTAN.JEROME-092wait really? On the official BBC channel?
How does the person being interviewed have better lighting than the studio reporter?
Lol
"Shot on iPhone 15 Pro" 😂
your brilliant
Ha ha true
Omg 🤣🤣🤣
The fact this is being discussed means the ad works. Move on.
BBC is probably on the payroll these days, too. It’s deliberate.
It's worth discussing actually. The commercial is beyond cringe
Ad is crap, like Apple products!
because natural lightning is
better than artificial lightning
or maybe color grading
Why even have a guest on for their opinion, if you won't let them finish a thought lol.
Talk about corporate disconnect.
Because the BBC is still a TV chain and they are trapped in the past, where they need to cover specific time constraints for commercialization
If they reversed the ad and started with the iPad and then the press was in reverse it would be perfect.
The creatives vs the non creatives in the comment shows a striking contrast in opposing opinions.
Imagine being “outraged” over this. What a non story this is.
Regardless of your opinion, I found the ad to be odd and distasteful. I don't give two effs about thumbs up.
@@crogersMX can you please explain why? I thought it was very cool and creative.
Even when I was watching live, in the first 2 seconds I felt a significant sense of uneasiness and a sense of apples lack of care towards things we have built over several centuries. Especially when Apple advertises heavily about its care for mother nature. I just feel they could have created the ad differently to make the same point. I am an Apple fanboy and use AI for my daily work. So new tech is not alien to me
@@redg2197it is a cool ad, but given the current context of AI killing art and human experience, this is a wrong ad to make. Not the destruction part of it. I wonder if they did it on purpose or not, but I'm guessing not.
@@rafadydkiemmacha7543 Destruction? To me it was more like it was possible to use all arts into one device. No need for all these physical instruments that take space. But of course people take it too far!
What happened to british accents on BBC?
I don’t think it matters as long as they’re reporting news
This is the new BBC accent, it’s called the ‘TikTok accent’.
DiVEr5iTy :)
@@brunofernandez3117 sh
@@emptyhad2571 It matters..
Onestly the ad isn't that bad, the only problem it has is that it shows things breaking, if insead of using a real press they put everything in a box and make it smaller by using cgi and then the box opens up containing an ipad nobody would be mad
You might be onto something here. The imagery of breaking while crushing evokes destruction than creation. The angle they needed to go is more towards shrinking like "Honey I Shrunk the Kids" or compact in a nice & tidy fashion like Tetris. heh.
The whole video is CGI.
H
Ad is crap, like Apple products!
If it you can tell that it’s real, why would you want to replace that with CGI?
There are no bad promotions... This outrage saved millions for Apple and reached people who otherwise wouldn't have seen the commercial.
Dumpster fire culture.
For me this commercial shows we’re living in a throw-away society strongly influenced by consumerism.
You don't need to apologize Apple. I cant believe that I am on your side this time.
an ipology?
Very rude to interrumpt your interviewee. It's so stupid to reduce all the issues and topics to just a couple of minutes.
It's also worth pointing out that all those creative 'tools' they destroyed cannot be operated directly by Ai!
why do people care
It's obviously a computer generated animation.
Not a single of of those products were destroyed.
You wouldn't believe how good renderers are those days, in the XPU / RTX era.
i think it was the imagery of is being crushed and destroyed rather than it just being fit inside the ipad
People will get enraged over an ad and say something but remain silent over escalating prices and crime.
People are not silent about those things, the media just does not cover them for fear of causing the regime actual problems
tu quoque fallacy
People are getting offended over advertisements nowadays... Sounds about right for 2024.
It’s not that surprising, AI has people in creative industries rightfully scared.
Yes because never in history has there ever been a controversial advert until just now
Great comment 👍
Corporate America is going to replace whatever you do for work with an automated system that does it faster and better. This is what my AI thinks of your comment. It was written in three seconds.
While it's true that people often express strong opinions about advertisements, this particular backlash reflects deeper concerns about respecting the cultural and emotional significance of items like musical instruments and books.
These objects aren't just commercial products; they carry immense value as carriers of history, creativity, and human expression.
Thus, the reaction isn't just about being offended; it's about advocating for the thoughtful portrayal of what many perceive as sacred elements of human culture.
@@explorer47422 And people have never been offended before :-)
is this news or just another ad? why does she smile like that?
Well, the ad doesn't exactly show stuff being bundled into an iPad - it shows all kinds of art and instruments being destroyed.
Cry some more😂
The ad is actually pretty
cool.
I agree
Ad is crap, like Apple products!
Awesome ad! Apple products are actually very good imho.
Ikr. People get offended so easily these days.
Cool ad
Hate the message tho
This News anchor sounds and moves like an AI avatar. What's happening here😅
Thought the BBC was a british broadcaster?
BBC... hire a decent editor for Christ's sakes.
We can say “oh how ridiculous”
Apple says sorry
Sales will continue as normal
Apple sales for their over-priced tech, have actually been steadily dropping in recent years!
Why didn't the ad just depict a bunch of books, musical instruments and electronic gadgets being thrown onto a burning pyre on a public square? Apple would have gotten twice the attention for half of the cost of the advertisement.
how did they get it wrong? because tim is an accountant.
And he still miscalculated.
I really like the new iPad Pro. The “crushing” theme of the ad is because it’s only 5 mm thin.
Thank you so much for explaining, it was so hard ti understand.
They crushed every single thing but not the Calculator.
1:25 "not being aware of the anxieties of their own community"
... I think this really sums up the type of society we are living with. All this mental fragility and the opportunity to get offended by everything.
Even just from a wastage perspective, I didn’t like it
This is CGI (a cartoon).
The news reader seems to be happy about it
People are real and like real things.
"Apple products make your culture thinner and thinner. " message has been delivered very well.
I'm assuming I'm the only one that seen the advert and thought that it shows how they managed to fit or get all those things into the iPad? I didn't see it as apple crushing the creative arts. People who thought that are like the English teachers asking "what do you think the author was really describing when they said the sky was blue?". Stop reaching. It's an advert.
Seeing an ad or commercial is one thing - swallow the bait, hook, line and sinker - and actually BUY a product is another...
Didn't buy Apple in the past, don't have the wish to do so in the present or near future.
In other news I traded my iPad in for learning a real instrument 🤟
People missed the entire point of the ad
If they missed it, the add did not work.
Really?! Do they want Apple to apologize? Jeez! Do the people who complained about this ad not use Apple products?
Is it too late to return my 2 year old iPad?
It's probably obsolete by now.
OK. OK. This says a lot about apple corporate culture, vision of the world, and vision of their users. Think that there are been hundreds of apple people involved for months in the definition and making of this, with many stepspfmanagement validation "yes, this is what we want to do". Well, I think different from them.
One focus group would have prevented this catastrophe.
This ad wasn’t tone deaf, people just chose to spin it in a negative way. People chose to have hurt feelings for nothing…
As a long term Apple user, watching the culture at the consumer end being increasingly confined, captured, dictated, this advert perfectly visualises the true modern evolved culture of Apple and all big tech companies. Simple things I could do for free on my purchased software and tech, simple very day things, now require a month subscription and cost on top of initial purchases. A $Trillion dollar company is a million lots of a million dollars. Out of balance, too much control, not good for humanity.
Generally, people are more interested in the bad news than the good news.
Too bad they aren't apologizing for their insane pricing, low hardware quality and device throttling.
This ad is very disrespectful torwards tradional mediums still relevantly used to produce visual/ perfoming arts. If the battery dies, your ipad login is disabled, misplaces, stolen, and or it breaks and you do not have warranty, your expensive digital art tool becomes useless.
If ur traditional medium of art is misplaced, stolden or breaks , it becommes pretty useless tpp
since when did technology companies put adverts on teles?
it is objectively bad marketing. trying to sell iPads with… the destruction of all things? what?
Well, destroying a lot of stuff all at once for just making an ad isn't a good idea. Apple could've donated that stuff to people in need. 😅
As much as I enjoy using Apple products , this does rather epitomise the attitudes of Big Tech corporations to the material world and those of us that live in and love real world things. Back off, pay us some respect and know your boundaries!
how much free publicity is Apple going to get from this so call "backlah"?
Working as intended. Publicity geniuses.
Imagine Monalisa, Venus, Stradivarius were destroyed like that.
Guys grow up its just an ad. Dont be sensitive about everything.
In fact, no advertising-creatives were harmed or used, in the creation of this crappy ad!
Apology? The ads still there 😂
Could have been a really good conversation on the possible future of technology and the things that Apple in the ad have controversially "crushed" but here we are on a cliffhanger... What a sad interview...
The best advertisement, by apologizing everyone knows there is a new iPad
Where did the BBC find this valley girl?
Yeah, like, you know.
shes so annoying
way too cheery
@@maverick214 🤣🤣🤣🤣
@@sucknorrisatchuckboris2713 very unlike our news 😭
We now get offended for inanimate objects. Guys it’s clear what the advert was my goodness
No it isn’t
Yup. But they ignore us and focus on the negative minority.
it's perfectly clear. stuff was getting crushed.
@@prismaticmarcus no, it's clear that it was look at all the stuff you can do, music, art, research books games etc that you can do squeezed into something so tiny and light. Come on. People are trying to read between lines that aren't there
Or "Look at all the culture we've managed to crush. Buy our iPad to go digital and CRUSH physical." Apple will never learn. They are still fighting Right to Repair@@alunlloyd9812
There would of been many people involved in the making of this advert. From inception, approval to creation and not one person thought oh this might look bad? 🤔
Correct, no advertising-creatives were harmed or used, in the creation of this crappy ad!
qualifying it as 'bad' in how it 'looks' is poisoning the well - if you never caught on to the visual pun, then maybe you dont get the humour of packing so much into a suitcase it takes a hydraulic press 🤣 - to empahasize the point that no device has been thinner than this ipad - i used to carry a FILM camera, a palm pilot, a startac flip phone, and now this thing is faster and with better cameras than any of those. its quite amazing. to misconstrue this as some sort of oppresion of culture is perhaps a projection of an engrained frame of mind in your way of looking at things. 🤷
Very distasteful ad indeed from our beloved Apple! We don’t expect that type of messaging from their marketing teams. No need to be promoting the destruction of long held traditional instruments and even what might be a little rubber doll for some child. We know the digital era is on us and accelerating, however many artisans rely on time held traditions for their livelihood, whilst looking to embrace digital tools. Apple ought not to be “rubbing” it in their faces.
Apple committed more heinous business practice than this silly thing.
The ad is succeeding. People are paying attention.
Annoying that a small amount of Twitter trolls shape public opinion.
This reminds me of the following meme:
Poet: The curtains were blue.
English Teacher: Here, the colour blue expresses the poet's sorrow. How he is no longer the person he once was and he regrets it.
What the poet meant: THE CURTAINS WERE FRICKING BLUE!
(Absolute stupidity by the media. And absolutely brilliant move by Apple - not getting into trouble by apologising and getting free publicity from media houses too. LOL)
The only 'backlash' is that created by media, do try and stick to reporting news and please stop trying to create it.
man if only the ads were played in reverse 😂
The reason why I believe people hated it is because of how unhappy they are with the product apple products in general. If this was Steve job or Elon musk they would eat it up. Instead Tim Cook who is more interested on stripping down features and making money, rather than innovating and proper upgrade then post something that can be sum into egotistical. Just wanna say I don't think people like Tim Cook as a CEO and thats coming from an apple hater.
People need to lighten up. Jesus.
In fact there was the same type of advertisment made by LG in south korea 15 years ago. I doubt that the ad was bad to emphasize thiness but it should have used analogy method for the product.
Intention was good but how they delivered it gone wrong.
I agree the ad is not nice because you clearly can see art, music instruments and everything that a human being has as tools to be creative being crushed to pieces. Whoever doesn't see this is just a blind Apple fan boy
I’m sorry but who is this woman and why is she talking like that? It’s almost like a spoof
Straight up parody!
Wow. It is difficult to understand why they thought this ad would be well received!
I'm amazed if people are actually offended as if there's nothing better to be upset about... I guess as an ad it worked.. it made someone who doesn't care too much Apple watch an interview about an Apple ad.
Where is the lie in this commercial… being offensive to some doesn’t make it less real
This ad is getting a lot of attention. Job done by Apple.
no time to let the man talk
mark should go to podcasts
instead in which he won’t get cut off
Whilst understanding the furore, I found it a compelling ad with a bite. Unlike the usual bland rubbish of the vast majority of ads. I think the firm responsible should be proud and it has succeeded in getting itself banned. The best publicity in the world!
Has the BBC adopted AI presenters?
Ummm what does this have to do with the creative industry and AI?? They’re just saying it’s a thin iPad. JFC
LA GENTE No entendió el comercial, simplemente hace referencia que toda esa creatividad instrumentos etc estan comprimidos en una pieza tan delgada y pequeña como es el iPad Pro.
no
the point of annoyance is not in the feeling of artists
but in the pure waste of those artistic tools
especially when thet are sacrified for one of the "greenest" tech firms on the planet
while i was watching the ad in the event i had to ask myself "is this truly from APPL in 2024? for real? where's tim kook?"
so sorry for him to have said go ahead for this wasteful and notworking advert
Outraged and offended by an advert! Best stay indoors folks, it's a dangerous, anxiety inducing world out there! ;).
So they tried to do the "Pokemon red & blue GBA commercial" and failed miserably. How Apple of them.
I thought people would be complaining about the waste of resources or something. But no, they "got offended" lol
Nah, apple product still too expensive compared to these "crushed" 😒
Mark we will have to leave it there, this has been too boring to listen to
Oh come on guys... they didn't put the artists there... just the tools
Oh no a book got crushed such horrors
Wth… “outcry…??!”
the ad itself is a piece of art
Weak. They knew it was a lame idea and went ahead with it anyways. It played out horribly, so instead of sticking to their guns, they’re apologizing? For an advertisement? Strange times.
No apology needed.
Her key light isn’t working . She’s in the dark .
The iPad commercials may be bad. >:(