Apple Vice President of Marketing Tor Myhren recently issued an apology statement, saying that the latest iPad Pro advertisement "Crush" did not "achieve the expected publicity goals" and has now withdrawn the video.
stated in a statement: "Creativity is in our DNA at Apple, and it is important to us to design products that support creative people around the world. Our goal is to encourage users to express themselves in a diverse way and bring their ideas to life through iPad "This video did not achieve that goal and we are sorry that it will not be shown on TV as planned."
In this 1-minute commercial video, a huge and heavy hydraulic press crushes people's favorite things including books, musical instruments, paints, dolls, etc. into pieces, and then launches the most popular product in Apple's history. Thin product ipad pro 2024. Visually, this ad is extremely impactful.
The ad, which depicts musical instruments, televisions, paint cans and other creative tools all squeezed into an iPad, was ridiculed on social media and was unprecedented for an Apple marketing campaign.
Actor Hugh Grant said the ad promoted "ruining the human experience". Others said the ad did not bode well for Apple in the age of artificial intelligence and regulators looking to break up key businesses like the app store.
Many netizens commented that this advertisement is "disaster level":
yomaskyo: Compared with the previous advertisements, it is simply a disaster level
Sparrows playing in the courtyard: The arrogance from Apple
2024 There must be a lot of good luck: Things are destroyed It makes people feel uncomfortable. It should express the meaning of compression rather than crushing
So domestic netizens made a "reverse version" video, and many netizens said it was "much more comfortable":
"Creativity is Apple's gene, and design can inspire creativity around the world. products are extremely important to us," Tor Myhren, the company's vice president of marketing communications, said in a statement to Adage. "Our goal has always been to celebrate the countless ways users express themselves through iPad and to connect their Ideas become reality. This video didn’t hit the mark, and we’re sorry.”
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