Apple thought it had a great way to market the new iPad Pro, but things turned out a little differently. People criticized the commercial mercilessly. Apple has since apologized.
In the new Apple business On display is a huge hydraulic press containing all kinds of equipment used to make art and music. For example, there are guitar, paint, piano and metronome. As expected, they are all brutally crushed by the press. When it rises again, only the new iPad Pro can be seen and the line “All I need is you” is sung.
Disrespect
Of course, it’s clear what Apple wants to say with this ad: the iPad Pro is the only creative tool you need. But now people are finding it there No respect for materials It is shown and the creators are mocked. Critics also find it a symbol of what the tech industry does to people with creative professions. In fact, this ad makes some people want to use more analog stuff and put the iPad away more often.
The Apple commercial received a lot of extra attention, because all major US media outlets paid attention to criticism of the company today. like him The Washington Post reports to Apple’s famous “1984” commercial, in which the then-small computer company resisted “the forces of mechanical conformity.” “Apple now risks becoming the villain in its own hero myth.”
“Silicon Valley model”
Many people also agree that the things Apple subverts in its video have their own added value. Your record player, TV, or arcade cabinet can’t be completely replaced by an iPad. “It’s complementary at best,” says The Verge. “This commercial is typical of Silicon Valley: the past is portrayed as obsolete.”
Many Hollywood celebrities and creatives also responded. Actor Hugh Grant responded, “Destroying the human experience. Thanks to Silicon Valley.” Director Justine Bateman addressed Apple CEO Tim Cook: “Seriously, what’s wrong with you?”
Apple apologizes
Tor Mehrin, Apple’s CEO and vice president of marketing communications, said in a statement on Thursday AdAge Sorry for the commercial. “Creativity is part of our DNA at Apple, and it’s incredibly important to us that we create products that empower creators. Our goal was to celebrate the countless ways they can express themselves and bring their ideas to life through iPad. We’re sorry for that.”
It could have happened this way
Of course, it’s a sad sight too, as all that precious material is destroyed. But viewers have also found a solution for Apple: simply make the ad in reverse. Then you start with the new iPad and finish with the things you can use the iPad for. Then the commercial immediately becomes more cheerful.
We’ve summarized what you need to know about the new iPads.
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