Source: Comprehensive from China-Singapore Jingwei, Daily Economic News, etc.
After the new iPad advertisement caused widespread complaints, on May 9, local time, Apple issued a rare public apology and stated that it would not be broadcast on TV as planned.
html On May 7, Apple released an advertisement for the iPad Pro called "Crush!" In this advertisement, a huge and heavy hydraulic machine handles people's favorite things such as books, trumpets, paint buckets, guitars, pianos, gramophones, statues, drums, as well as cameras, game arcades, monitors, plastic dolls, etc. to destroy them. The trend was crushed into pieces, and then the iPad Pro 2024, the thinnest product in Apple's history, was launched.Visually, this ad is very impactful.
▲ Source: Screenshot of Apple advertisement
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, such as painting, arranging music, taking pictures and retouching, and other professional artistic creations. Can do it all.
But the problem is that, as a consumer electronics product targeted at professional users, this advertisement crushed all these creators who are "eating guys". This strange negative emotion eventually turned from the angry condemnation of a small group of professionals into a public opinion storm, which is unprecedented for Apple's marketing activities.
The ad is still on Apple CEO Tim Cook’s x account and has been viewed more than 53 million times on social media.
▲Cook released the ad on The most creepy ad “It makes me want to sell my iPhone and iPad”…
Some people think that in the current situation of rapid development of AI technology and the possibility of regulators breaking up Apple’s app store, such ads It's bad for Apple's image.
In response, Apple's vice president of marketing communications Thor Myron issued a statement on May 9, admitting that the advertisement did not achieve the "expected effect" and apologized for it. He emphasized that creativity is Apple's gene, and Apple has always been committed to inspiring the creativity of creative people around the world through its products. Their goal has always been to encourage users to express themselves and turn their ideas into reality on the iPad, and this video fails to achieve that goal.
Advertising industry executives believe the ad represents a huge misstep for Apple, which was lauded for its ability to capture consumers' attention through advertising when late co-founder Steve Jobs was at the helm.
Consumer insights platform zappi conducted research on this ad. The platform said the ads performed below the benchmark on commonly popular emotions such as pleasure and laughter, but performed above the benchmark on traditional negative emotions such as shock and confusion, with older consumers more likely to react negatively than younger consumers.
Apple’s financial report released on the 2nd showed that in the second quarter of fiscal year 2024 (as of March 30, 2024), the company’s operating income was US$90.75 billion, a year-on-year decrease of approximately 4.3%; net income was US$23.64 billion, a year-on-year decrease of approximately 2.2%. .
’s financial report shows that Apple’s mobile phone sales fell to US$45.96 billion from US$51.33 billion in the same period of the previous fiscal year, a decrease of approximately 10.5%; sales of wearable, home and accessories products dropped from US$8.76 billion to US$7.91 billion.
Looking at the sales market, Apple’s revenue in Greater China, the Americas, Japan and other Asia-Pacific regions all declined year-on-year in the quarter. Among them, revenue in Greater China dropped to US$16.37 billion from US$17.81 billion in the same period of the previous fiscal year, revenue in the Americas dropped from US$37.78 billion to US$37.27 billion, and revenue in Japan dropped from US$7.18 billion to US$6.26 billion. Revenue in the rest of the Asia-Pacific region fell to $6.72 billion from $8.12 billion.
As of the close of trading on May 9, local time, Apple was trading at $184.57, an increase of 1%, and its market value was $2.8 trillion.
