Apple Apologizes for Tone-Deaf “Crush!” iPad Pro Ad

I’ve deleted all the off-topic posts. PLEASE don’t hijack threads like this.

The ad was an obvious metaphor for how the iPad can replace all those dinosaurs. I found it mildly amusing, and the negative reaction to it psychologically suspect.


“That would have been better received…but snowflakes…ya know. … the outrage is way off the reservation.”

“The outrage” consists of people peacefully tweeting and blogging. If that offends anyone as “off the reservation”… well, snowflakes, ya know. : )


Nobody’s threatening a boycott or anything non peaceful…but it’s pretty apparent that a lot of creatives and media types are unhappy enough that their tweets and blogs forced the ever image conscious Apple to apologize and withdraw the ad.

I think the crushing thing was a bit over the top…but the idea was that all of those things could be done with an iPad…and I think a tornado or blender or whirlwind something or other that pulled them all in and spit out an iPad would have been better.

YMMV of course…but clearly Apple responded to what they perceived as outrage in the press and from creatives. To me…all of the hoopla is much ado about nothing.

Apple had the sense to not double-down on something that had clearly not created the reaction they wanted. Defending it was not going to shift things – I think the general sense is that if you have to defend an advertisement, you’ve already lost the argument.


Most musicians will tell you that they have a psychological “bond” with their instruments, or at least their favorite ones. As an amateur musician, I have similar feelings towards mine.

Seeing instruments getting crushed - even knowing that they are CGI renderings and not real instruments - definitely stirred negative feelings. Similar to the feelings I’ve had when watching (for instance) the Mythbusters exploding piano myth, even knowing that they used a broken piano that was damaged beyond repair for the test.

So I completely understand how other creative professionals might feel hurt seeing their preferred media crushed, and how some would loudly complain about it.


A local TV show down here - which does clever analyses of advertising - just nailed the Apple ad. Interestingly, they pointed out quite the similiarity with an LG ad from 15 years ago - almost a straight rip-off.

They also made the point it’s the first Apple ad they can recall not featuring a person. In a somewhat negative appraisal, one panelist said it could easily be construed as (I’m paraphrasing) Apple showing themselves as the overtly powerful, domineering, threatening, all-crushing company it has become. Ouch!


If we do a little thought experiment and consider the impact or potential impact of AI on jobs, especially accounting and day to day business management and finance jobs, then the poorly thought out Apple ad does a good job of showing how, the one thing remaining, that brings joy and pleasure to so many humans — the humanities, art, and design — is also very much in danger. Albeit, the ad did this unintentionally.
When all the boring jobs can be done by AI, all we will have left is creative pleasures. If AI takes that away, the craft, the skill, the creativity that is humanity, we should all be worried. This ad shows the blind idiocy of jumping on tech band wagons with out using critical thinking. Tech is overlapping so much into so much of human activity, in good and very bad ways (social media) it is time it also did some work to protect humanity.
But what the hell do I know. I just have a BFA in fine art, an MFA in design, worked as a designer and art director, and taught design for 18 years.


I agree with Jose Hill that “1984” was a very, very, very, extremely much more effective new product introduction that really changed the technology and advertising worlds:

What especially made this ad very different and unusual is that TBWA/Chiat brought in film director Ridley Scott to direct the production. It’s still considered by many to be the best and most effective ad of all time, and it was only broadcasted once. There were a wealth of more product focused print and outdoor ads that followed immediately.

Others may have already pointed this out, but that front shot is from the 25th anniversary version (iPod added). The rest of the ad is the original, though. Still gives me chills every time I see it.

I thought it looked different! I should have looked closer.

And of course class-less Samsung (whose marketing is apparently still caught gazing after Apple whatever they do) had to try to cash in on the kerfuffle.

“We would never crush creativity” Well how could you, when all you can do is copy it?

[Via MacRumors]

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I’m surprised Samsung didn’t crush a Vision Pro among their mess.

Personally, I vote for “ill-considered effort”. The song “All I Ever Need Is You” is playing as cultural icons of the world we once knew are being mercilessly destroyed. “Give me a reason to build my world around you,” the lyric intones. To me, the shameless message of this ad is that you don’t need all that other stuff—all you need is the new iPad. I call it crass commercialism at its finest! This ad might have been created as a metaphor for the destructive influence of the tech revolution, but not with those lyrics! :rofl:

Just like the very extremely super and very successful Mac “1984” advertising. And also the ads for iPod and their very unique headphones, etc., etc., etc.

I don’t believe that AI can take away creative pleasures. Individuals would have to willingly surrender those pleasures. I sometimes choose to use Adobe’s generative fill to correct problems with my photographs, especially unavoidable, undesirable background elements. And I use Topaz AI apps to increase the quality of my finished product when I deem it necessary. But the photos are still my original art and no one else’s. I conceived them and I made them.

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I’m not very musical, but I appreciate that with GarageBand I can play around with all sorts of “virtual” instruments, loops and beat sequencers. All with great fidelity. And sometimes something comes out that sounds pretty good. Way more than I could do with a guitar and a few chords ;-)

When I saw the ad, I thought that Apple nailed the metaphor of giving people access to an amazing music making tool. This is the essence of what Apple does.

I was surprised there was backlash and outrage about this ad. Sometimes I think backlash and outrage is doled out way too easily these days.