On May 7, Apple released an iPad Pro advertisement, which showed an industrial press crushing televisions, musical instruments, books and other items and compressing them into the new iPad Pro.
Picture source: Apple conference video screenshot
The name of this one-minute long advertisement is "Crush!" Roughly speaking, the items "crushed" by Apple include trumpets, paint buckets, guitars, pianos, gramophones, statues, drum sets, as well as cameras, game arcades, monitors, plastic dolls, etc.
Although the creativity of this advertisement is not difficult to understand: Apple has "pressed" a large number of functions into this thin and powerful tablet, and it can do professional artistic creations such as drawing, arranging music, taking photos and retouching.
But the problem is that as a consumer electronics product targeted at professional users, this advertisement crushed all the creators who are "eating guys". This strange negative emotion eventually turned from an angry condemnation by a small group of professionals into a public opinion storm.
Tor Myhren, Apple's vice president of marketing, 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saying that the latest iPad Pro advertisement "Crush" did not "achieve the expected publicity goals" and has now withdrawn the video.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 beloved objects including books, musical instruments, paints, dolls, etc. into pieces, and then rolls out the thinnest products in Apple's history. Products ipad pro 2024. Visually, this ad is very 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 previous advertisements, it is simply disaster-level
Sparrows playing in the courtyard: Arrogance from Apple
2024 There must be a lot of good luck: Things will be destroyed if things are destroyed People feel uncomfortable. It should express the meaning of compression rather than crushing
In response, 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 the world Products that create creativity 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 that users express themselves through iPad and bring new experiences to life through iPad. Their thoughts became reality. This video missed the point and we’re sorry.” (New Yellow River)
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