The ad itself depicted a mechanical crusher destroying artifacts of human creativity. A trumpet, guitar, sculpture, piano, drawing board, paints, a metronome, several analog cameras, a turntable, and hi-fi equipment were among the much-loved items yielding to the machine’s unstoppable force.
The absolute worst, most annoying thing about every Apple advert and the day-long adverts - the launch day events, is the freaking hyperbole.
(breathlessly exclaim:) The fastest ever. The thinnest ever. More cameras than ever! The most ever ever!
Breathtaking vividly bright Applewordsalad display technology
My coworker is fully bought in to the ecosystem, so I get the full experience every launch day. Listen critically sometime. Turn on your bullshit filter. It’s a fun game.
Why is thinnest ever placed in such high regard? Have you seen how ridiculous the new iPad Pro looks when the Pencil is attached to it for charging?
I think I’m in the vocal minority in that I really don’t give a shit about thin, especially if it affects performance, repairability, or battery life.
They’re trying to beat paper
Apple popularised two things that bug the shit out of me in addition to everything you said. “on iPhone” “on iPad” just sounds utterly wrong. It needs to be “on the iPhone” “on the iPad”. Now everyone is doing it.
The other is " breathlessly we’re excited to announce/we’re excited to share with you/we’re excited!!!big fucking cheesy grin". The whole point of having that whole “excited” or whichever adjective you want at that point of the sentence is to prep you and let you know what you’re supposed to feel. If it’s that good surely you shouldn’t have to tell me what I need to feel.
It’s because they’re trying to instill in your mind that you’re getting into an ecosystem. A way of life, even.
“XYZ on the iPhone” just makes it sound like an appliance.
“XYZ on iPhone” makes it sound like it’s an ecosystem. An experience. Something to be part of.
It’s a very deliberate (though subtle) marketing choice that I believe impacts how people view the brand.
This whole outcry is a joke.
They’re symbolizing all the creative things, that they just talked about, that you can do with the iPad.
If you got Apple is “destroying creativity” from that, you A) only saw the clip or B) are searching for problem.
If you got Apple is “destroying creativity” from that, you A) only saw the clip or B) are searching for problem.
The outcry’s not really Apple, but tech in general. The backlash of crushing the human experience is the transition from valuing true art and creativity, and just lurching toward yet another do-everything screen that doesn’t compliment creativity, but instead displaces it, with the hint of incoming generative AI.
Apple really doesn’t give a fuck about art, creativity, expression, or for that matter quality anymore. They’re good at making a thing that sells, they’re good at marketing it, and they’re good at convincing people of the cost vs worth equation that gives them insane margins over their chic branding. I love the outcry not because of any validity behind the detriment of tablets and smartphones (which is absolutely there) but moreso because it’s entertaining when a company renowned for their advertising prowess fucks up so publicly then backpedals with apologies.
Good times, and fuck Apple.
Yeah, I’m no marketing guru, but I feel their actual point would have been better conveyed by a pile of all of the things the iPad replaced slowly gathering dust, spider webs, and eventually archaeologists.
Especially considering this ad from LG in 2008.
I actually did not know that Tim Cook is a christian nut job.
Isn’t he gay?
You can’t be gay and a devout Christian. God said so.
Tim Cook trying to cater to everyone possibleI actually think that’s perfectly possible because to be a christian you have to already be in denial about a whole boatload of things, so really… what’s one more? And as a bonus “my own people hate me” fits nicely with the whole christian guilt thing.
Yeah, what surprised me most about the posted article was the Jesus fish on his phone case.
These are the kind of ads you make when you have a profound lack of self-awareness.
Save us 5 years. Just put the new ipad into e-waste collection now. Meanwhile, anyone want to use all the real tools designed specifically to make music? Any kid with half a brain will spend their $1000 musicmaking budget on something useful
they should have run the commercial in reverse.
Yup and then have something like “all of this creativity in one compact device. The all new iPad”
Or simply squish them like they were rubber instead of destroying them.
Some nut: I haven’t been mad today. I need something to be mad about.
Apple launched an ad.
The nut: perfect.
I just watched it for the first time and… I really enjoyed it. It’s a little off-brand for Apple, but a great ad overall.
I just watched it for the first time and… I thought that while the handwringing is excessive, the subtext that all these other emblems of human creativity have to be destroyed to become part of the iPad is unsettling, moreso because the visuals are so decadent in their detail. It makes it feel much more like replacing than supplementing. It’s probably worse that I think it was also unintentional. Big miss for me.
