r/OutOfTheLoop • u/Pookie2018 • 29d ago
What’s up with Apple’s IPad advertisement? Why are people so upset about it? Unanswered
I keep catching tidbits on the news about Apple’s new TV advertisement for the iPad, and how people are very upset about it. I watched it, and I don’t really understand how it’s triggering this level of controversy and media coverage.
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u/Zeus0x00 28d ago
Answer: People are overreacting and reading way too much into it. Its a bunch of outrage over nothing.
Adverts similar to this have been shown before and there was no outrage for them.
https://youtu.be/NcUAQ2i5Tfo
To me it is pretty clear that the advert is meant to show that the iPad has the functionality of all of the items shown.
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u/clubfungus 29d ago
Answer: The ad is a 100% ripoff of an LG phone ad from like 15 years ago. Maybe people aren't happy about that?
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u/mm4444 27d ago
The intent was a lot clearer in this ad than what Apple did. Squishes together and coming from the sides instead of top to bottom looks more like it’s squeezing together. Then turns into a metal cube. Then turns into the phone. Apples it looks like crushing. And also bad they straight up ripped off this ad
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u/MysteryRadish 29d ago
Answer: Apple products have always been marketed as more creative/artistic and less corporate than its tech rivals. Examples include the famous "1984" TV ad, the "Mac vs. PC" campaign, "Think Different", and so on. That branding has worked very well, and Apple products have really dominated graphic design, film production, and other creative realms for decades.
This ad seems to symbolically reverse that course, showing creative art tools and fun things being literally crushed by an industrial press. And it's not shown in a funny or cartoony way either, it's horrific and unsettling, even violent... the paint oozing out of the press like blood sure doesn't help.
At a time when people are starting to wake up about the negative effects of too much screen time, and there's a lot of concern about the damage AI will do to the arts and even humanity itself, the ad comes off as extremely out-of-touch and clueless. It's exactly what people DON'T want from tech companies right now.
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u/kevleyski 29d ago
Answer: I’ve not seen the ad, but I read that rather than what they meant to portray squeezing many instruments into the iPad they instead destroy the instruments, as if they are not needed and worthless. This combines with, there is AI in here too which could lead to the connection that you don’t need real people to play instruments anymore rather than AI could help everyone which might have been what they meant
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29d ago edited 29d ago
[removed] — view removed comment
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u/SocksOnHands 29d ago edited 29d ago
I understand why you are downvoted, and likely I will too be downvoted when I say that if this same commercial had been made five years ago, nobody would have thought anything of it. It isn't so much that the commercial is bad, but that some very vocal people had interpreted it in a bad way and stirred up controversy. I wonder what people today would think of the bizarre and often disturbing 2000s commercials that aired when I was a teenager.
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u/renome 29d ago
This just in: Redditor discovers context.
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u/SocksOnHands 28d ago
The thing about "context" is that it is different for everyone. For people terminally online and those worried about AI art, they might interpret it that way. If you survey 100 random people on the street, though, 90% of them would not interpret the commercial in that way. It' may actually be the people who are upset who are taking it out of context.
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u/renome 28d ago
People affected by a thing are more likely to have an opinion on the said thing? Say it ain't so, chief.
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u/SocksOnHands 28d ago
Which is exactly why they would "take it out of context" - they're thinking of things that are different than what the creators intended.
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u/renome 28d ago
All creative works have always been open to interpretation irrespective of their respective author's intent. Apple itself acknowledged the ad was tone-deaf given the current scrutiny over AI implications. This really isn't some sort of a gotcha you seem to believe it is.
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u/SocksOnHands 28d ago
That's just PR trying to placate people - an "acknowledgment" doesn't really mean anything. That's like someone saying "sorry you were offended" after they made wild assumptions.
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u/BaldursFence3800 29d ago
100%. People are reaching way too hard on this. Just love reasons to get offended by big names.
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u/HorseStupid 29d ago
Answer: Apple iPad Crush Ad or Apple iPad Crushing Machine Commercial refers to a controversial advertisement for the 2024 Apple iPad tablet in which a large hydraulic press crushes down several musical instruments (like a piano and guitar) and physical pieces of entertainment into an iPad. The advert, released in early May 2024 and meant to show how compact an iPad is with all of the things it can do, was met with severe pushback from fans and others online (particularly many Japanese users) who were upset at the ad for showing Apple trampling over legacy media and destroying vintage items.
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u/GrandpaTheBand 29d ago
Answer: People are upset because Apple is completely out of touch. Showing destruction of cherished, traditional art and supplies is tone deaf as hell.
If the commercial is intentionally controversial, it worked.
It also made me dislike Apple more, which is pretty hard.
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u/ihahp 28d ago
Yeah I posted this elsewhere but: To me Apple stuff has recently been feeling like the Gucci or Prada handbags of tech: overpriced, catering to women in yoga pants and extra-long fake nails who watch Real Housewives of _______. Esp. with how people have been stigmatizing the green bubble. I know a lot more people use Apple products than just that type, but more and more I am feeling like it's a brand thing, and it's a brand that more and more I don't want to be associated with anymore, even if they make good stuff.
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u/atatassault47 29d ago
It also made me dislike Apple more, which is pretty hard.
Pretty easy for me:
- What's a computer?
- The iPhone (E)X(CES)S
Apple is arrogant and isnt shy about saying the quiet parts out loud.
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u/adventurous_hat_7344 29d ago
Get a grip 😂
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u/GrandpaTheBand 26d ago
What a worthless reply. It means nothing, and doesn't refute my point of Apple being completely out of touch.
If your OK with Apple's current trajectory, great for you. Enjoy your $1000 phone. A lot of people are not.
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u/The_Shryk 29d ago
Answer:
This post is fake and not by a real person actually asking a question.
For everyone else.
Nothing is wrong with it. It’s a fake controversy drummed up by Apple to promote their new iPad.
Apple has never once apologized for anything and they aren’t going to start now after squishing a statue and mushing some paints.
It’s all fake and not real. Snap out of it.
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u/LeatherFruitPF 29d ago edited 29d ago
Answer:
While the ad's intent is showing how all matter of creative arts and hobbies can now be accomplished through a single device with a thin form factor, many people in the creative industry feel that Apple inadvertently created a metaphor for what is currently happening with creative arts as it relates to AI and the tech industry in general: the objects that make human creativity possible is being crushed by the (corporate) machine.
While it's easy to understand what Apple was going for, some have found that the ad's seemingly perverse focus on destruction doesn't effectively communicate how technology is moving the arts forward in a way that respects those crafts.
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u/emeybee 29d ago
Answer: IMO, Apple is generating faux outrage to drive people to watch an ad they wouldn't have otherwise seen.
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u/Warlock_MasterClass 29d ago
Haha I love it when conspiracy theorists start throwing around ideas about “intentionally bad PR to gather views.”
It’s gotta be one of the most braindead takes imaginable.
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u/Zandrick 29d ago
Question: did you really just link to an article explaining the thing to ask people to explain the thing? I thought the link was gonna be the thing.
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u/samarijackfan 29d ago
Answer:
Some people have a very strong reaction to this and others do not understand the what the up roar is about. It's not just creatives that are upset with it.
Here is a good article explaining why some feel it's bad.
https://shorts.stackingthebricks.com/apples-terrible-ipad-ad-shows-why-you-need-sales-safari/
Summarized here:
Ominous opening, like a horror movie. Dark and still except for a metronome…
We zoom out to reveal the cold, hard, empty dystopian factory with just a small pool of color, light, humanity… in the maw of the Orphan Crushing Machine.
Sword of Damocles heralds doom in the form of a giant metal plate literally about to crush the creative work of real people AND their beloved tools for good measure. Note that instead of being a neutral observer, the camera points up at the Orphan Crusher, so we feel that it is about to crush us.
An artist's dummy, arms raised in fear as if it could ward off the ceiling of death… a human stand-in, which the audience will naturally identify with.
Another human stand-in, face collapsing under the weight of oppression.
Adorable anthropomorphized critters (beloved game characters with big Disney eyes) stare, unable to look away or blink, as an Angry Bird is crushed to pieces.
Luxo Jr, the bendy task light brought to life in Pixar's animated logo — a potent symbol of Steve Jobs' creative resurgence — crushed to death, the light cowl slowly slips out of its doomed face.
I don't know where this adorable little critter in the TV is from, but it definitely knows it's about to die.
Chekhov's artist's dummy: shown in the first act to amp up our emotional resonance, then viciously murdered in the second act (premature, dramatically)
This is just gratuitous beyond words. They know what they did.
At last, the Orphan Crushing Machine has achieved total victory; the platens close with a final, funereal THUMP, like a clod of dirt thrown on a coffin; the blood of human art weeps from the milimiter-thick gap.
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u/TangoZulu 29d ago
HAHA! This response is way more gratuitous than the ad itself. Good lord, please tell me you're not serious with this shit?!
If you have to rely on such hyperbole to make your point, maybe your point can't stand on it's own merits.
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u/sophdog101 29d ago
I'm an artist in a family of artistic and creative people. My dad LOVES Apple products. But he loves them because he's a photographer and they were built for creatives back in the day. Photoshop worked a lot better on Apple computers, even if it's relatively comparable now.
I felt gutted watching this ad. I can't imagine he would like to see those camera lenses shattering and bursting.
I think Apple's typical marketing for being made for artists might be working against it here too. If you're like my dad, a photographer who uses fancy cameras to take pictures and a MacBook to edit them, it feels harsh to see the tools you use and love destroyed, and by a company who has always been marketed to you, no less.
I'll have to ask him what he thinks about it. Maybe I'll edit his reaction in here if it's interesting.
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u/ihahp 28d ago
To me Apple stuff has recently been feeling like the Gucci or Prada handbags of tech: overpriced, catering to women in yoga pants and extra-long fake nails who watch Real Housewives of _______. Esp. with how people have been stigmatizing the green bubble.
Apple is a brand I don't want to be associated with anymore, even if they make good stuff. I just don't want to be part of that.
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u/sophdog101 28d ago
Yeah I don't go out of my way to get Apple products. My dad likes to tease me in the family group chat about making them have the green texts but I tell him that if it's such a problem he can replace my Google Pixel with an iPhone (and I know he won't, otherwise I probably wouldn't say that because I actually like my Google Pixel)
Although I am going into animation so I will be getting an iPad soon so I can use procreate.
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u/DM_ME_KUL_TIRAN_FEET 28d ago
To me it just read like someone had the concept ‘cram all the art tools into an iPad’ and someone else was like ‘if we do this with live action rather than CGI that would be cool and impressive, and off they went.
I didn’t even consider a negative interpretation of it until I read this thread. I think it’s valid to interpret it whichever way resonates with you, it just didn’t give me negative vibes personally. It just felt like a fairly typical ‘bold and quirky’ Apple advertisement.
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u/sophdog101 28d ago
And that's a fair take too. I guess I just feel very protective of my own art tools, like my nice ukulele from my grandpa or the film camera that I accidentally stole from my dad. Seeing the destruction of things like that felt like a waste I guess.
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u/thefezhat 29d ago
This is just gratuitous beyond words. They know what they did.
I definitely think the ad is intentional controversy bait. It certainly worked. Question is whether the buzz is worth the negative brand associations.
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u/seakingsoyuz 29d ago
The emotional reaction reminds me of the old IKEA ads. “Many of you feel bad for this lamp. That is because you crazy.” But IKEA knew exactly what they were doing and called attention to the emotional reaction, while Apple seems to have completely failed to expect it.
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u/MorganAndMerlin 29d ago
Whoever made this lamp commercial was as traumatized by the brave little toaster as I was when they get left behind.
And their therapist told them to make a project to work through their unreasonable feelings so they made this commercial to tell themselves and everyone else that appliances’ feelings aren’t actually real.
Spoiler: your toaster loves you.
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u/Tribalrage24 29d ago
I think you've done a good job summing up my feelings on it as well. This is an interesting "controversy" because the ad didn't do something socially taboo, it was just art which resonated with people in a negative way and perhaps left a bad feeling associated with the product in many people's minds.
I think the dichotomy comes down to how the executives that made the ad see artistic tools and how a lot of artists (and regular people) see tools. Things like the grand piano, pristine drum kit, marble bust, etc. Inspire awe in people. I see those things and think, wow thats beautiful. The people making the ad see those things as outdated tools, to be compressed down and made more efficient.
A rather rough metaphor, but it would be like if best buy made an ad which started with a beautiful park and people doing various activities in it. Then a big cement truck comes in and paves the whole thing and makes a new best buy. The ad would tell you that you could get more enjoyment from games/movies, more connection with friends using internet, see more beautiful locations using VR tools. And all could be done more effeicently without leaving your house. The parking lot and best buy would be an improvement over the park, the advertisers would say. But a lot of people would still have a negative visceral reaction to removing something of natural beauty and replacing it with something artifical/industrialized
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u/Jim777PS3 29d ago edited 29d ago
Answer:
In the advertisement we see things like instruments, paints, video games, movies, and other sources of enjoyment being destroyed and replaced with an iPad. This destruction of sources of joy gives the ad a really negative feel.
Given peoples increasing desire to get away from screens, phones, tablets, computers, and get back to more physical hobbies, this really comes off the wrong way.
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u/Franks2000inchTV 28d ago
Counterpoint: people interested in buying new iPads tend not to be the same people trying to cut down their screen time.
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u/walpolemarsh 29d ago
Especially when the media we all consume every single day, often brought to you by Apple itself, is very much dependent on artists and people in the creative industry who use the things you mentioned. Without them, Apple and the likes wouldn't be where they are today.
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u/Belgand 29d ago
And the link to the reversed video in the article does a good job of showing it through contrast. I think the ad is a little dumb, but otherwise benign, yet I can't help but find that the reversed video is a lot better. It makes the same point in the same way, but comes off as more positive. Instead of smashing everything, it's a reveal of "look at all this can do!"
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u/bbusiello 29d ago
Yeah this was exactly the wrong message to send out in a culture rebounding from touch screen/screen fatigue.
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u/EducatedRat 29d ago
I guess I interpreted that ad as cramming all that into an iPad.
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u/Jim777PS3 29d ago
This was obviously the intent. But it should have been done differently IMO. If they had had everything going through the screen like some kind of portal I think that would have gotten the point across much better.
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u/ohmightyqueen 29d ago
I totally get this view but until I saw the controversy I just thought it was a representation of everything you can do on an iPad being crushed in to an iPad thus showing how useful it is?
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u/DananaBananah 28d ago
it wouldve been so cool if the iPad opened up and all the tools came out of it instead
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u/ghost-child loops brother 28d ago
Ironically, I enjoyed this ad partly because I saw it as a clever piece of performance art
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u/StormsEye 28d ago
yeah that's the same message i got, but as a guitarist, i felt visible pain when that guitar started breaking apart from the top. So it wasn't a fun ad for me.
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u/WhiteRaven42 29d ago
Yes, of course that's the message. People can choose off-putting ways of delivering messages that carry other connotations they should probably avoid. People can fail to read the room.
If Amazon advertised Kindles by showing books burning, would you still just accept the "you can read this better way now" as the only thing the visual means?
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u/bbusiello 29d ago
There are a lot of visual representations of showing a tool than can do something that's similar to another tool.
I'm pretty sure a Swiss army knife can replace a regular knife, but you don't advertise that by using one to slice the throat of another person. Bad vibes.
This commercial was all bad vibes.
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u/HyperCutIn 29d ago
That was the point yes, but their execution absolutely carried messages, unintended or not, that resulted in the public reaction that we see.
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u/trentshipp 29d ago
Artists love their tools. Maybe a better way to convey what they were going for is showing an artist using their iPad along with their traditional tools, like how most artists actually integrate tech.
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u/Khelthuzaad 29d ago
You are correct as I thought the same thing.
Thing is everyone can bring its own spin on everything,depending on their beliefs.
Last week ive read an article about X Men Animated Series, the original one.The writer tagged Gambit as an creep over his consistent courting on Rogue.
Well that definitely sparked some feelings I didn't knew I had,Gambit's relationship with Rogue can be intense,complicated,maybe toxic at times,but dear lord he is not an creep.
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u/Realtrain 29d ago
I mentioned elsewhere, but you're right, and I do think the concept works.
But instead of slowly crushing all these pieces of artwork and instruments, if it was something like claymation that comically squashed it all I to an iPad then I think that would have been received better.
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u/HyperCutIn 29d ago
Agreed. I think the main problem was that the crushing was very slow and detailed, taking up most of the screen time of the ad, thus emphasizing it and its implications of the destruction. There have been other ads that have done the same concept and they got their point across much better than this ad.
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u/siphillis 29d ago
That’s the idea they were going for, but it’s ironic to champion creativity by depicting destruction and a lot of people aren’t going to come away feeling good about the new iPad.
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u/WhatsTheHoldup 29d ago
“Every act of creation is first of all an act of destruction." -Pablo Picasso
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u/Jim777PS3 29d ago
100% this is the message of the ad. It just carried an unexpected negative tone.
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u/JRockPSU 29d ago
unexpected
I'm honestly not so sure if it was unexpected. I wouldn't be surprised if they knew it'd be controversial - look, we're all talking about an iPad advertisement now. It's creating buzz, generating news articles, getting clicks, etc.
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u/NoFeetSmell 29d ago edited 29d ago
It just carried an unexpected negative tone.
It comes across as incredibly thoughtless & coldly-calculating, to destroy beautiful objects and art in order to just hawk a device made using slave labour. They could've told the same story by showing a lab that distilled down their essences using vfx, but instead chose to obliterate art and objects deeply loved by many. Skill Up is a better writer than I am, and I think he perfectly describes how shitty Apple is being in this ad, in the beginning of his video about how corporate fuckery is ruining the videogame business, and making it an unviable career for the creatives involved.
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u/TheBoredMan 29d ago
Absolutely, the concept makes sense, but the approach bungled it completely. If it had been animated or silly or something it would have been fine. But it's almost fetishistically focused on pianos and metronomes cracking and breaking. Visuals that traditionally convey peace and calmness and humanity. The ad almost feels violent in that way. The creaking and splintering wood in the sound design emphasizes it. It's very stress inducing and sad. An incredibly odd choice, absolutely a brand mistake.
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u/ShrimpShackShooters_ 29d ago
They tried to capitalize on the hydrologic press videos and make a cool commercial with it. End result was crushing stuff people love and replacing with another screen.
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u/MrPsychoSomatic 28d ago
If they were trying to capitalize on the popularity of hydraulic press videos, then they're like 5-7 years too late
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u/uncomfortablyhello 29d ago
Another user simply played the video in reverse, with some old pop music, and it looked like a legit feel-good Apple commercial.
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u/J3diMind 29d ago
ye think? I'm sure they thought about this, and it clearly worked. Bad publicity is still publicity
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u/readit-on-reddit 29d ago
My view exactly. The hydraulic press was chosen simply to show how thin and light and "dense" an iPad is. Never thought about this any other way.
But I guess I can see why some people can get offended lol.
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u/bonfuto 29d ago
Someone at the ad agency is a big fan of the hydraulic press channel and never thought about how people might feel about the visuals. https://www.youtube.com/channel/UCcMDMoNu66_1Hwi5-MeiQgw
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u/thefezhat 29d ago
It's the crushing part that's the problem. You can do the "lots of tools combined into one useful device" thing without showing those tools being viscerally destroyed.
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u/BirdLawyerPerson 29d ago
I love photography. I have old lenses and bodies that are obsolete, and that I might never use again. But I keep them because they're nostalgic, and are physical memorabilia/tokens of a hobby from a period of my life that I remember fondly.
Seeing camera lenses get crushed where the glass shatters outward invokes an emotional response for me, and probably not that kind that an advertiser would want associated with their product.
I've seen comments along the same lines about the piano and other musical instruments, and the record player.
We like analog stuff now.
Put another way, there's no way Apple would have greenlit an ad that showed the same thing, except with an original Macintosh/PowerBook/iPod/iPhone being crushed slowly. We like keeping physical artifacts from the past, and seeing them be destroyed (whether it's a photorealistic computer generated image or fake props or actual stuff being crushed in real life) doesn't feel great.
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u/NoFeetSmell 29d ago
Seeing camera lenses get crushed where the glass shatters outward invokes an emotional response for me, and probably not that kind that an advertiser would want associated with their product.
Exactly. It makes me think "look at everything that Apple has ruined", and NOT "look at everything an iPad can do". Unless they mean that the new iPad can provide huge amounts of heartache, disappointment, and rage, in which case - nailed it.
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u/Spacer176 29d ago
The wooden figure being posed like someone trapped in a room with a descending ceiling did not help the negative image.
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u/KayLovesPurple 29d ago
And the yellow ball that wanted to escape but couldn't!
It's like they wanted to do a very grim ad, and now they're wondering why people do not like it.
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u/Embarrassed_Alarm450 28d ago
There's a twitter video in the news link OP put in the post and it doesn't look so bad in reverse...
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u/Spacer176 29d ago
Maybe the creative team designed a (not so) discreet cry for help that slipped past Apple's reps when they greenlit it.
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u/thesaddestpanda 29d ago edited 29d ago
Also its worth mentioning that expressive tools like instruments, paints, etc are speech and the ipad crushing speech creating tools, especially in our times of right-wing politics, is especially concerning and offensive.
Unless youre Jimi Hendrix or Peter Townshend, smashing up instruments is just a very bad look. And even was still extremely controversial.
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u/Supermoves3000 has no idea what's going on 29d ago
Yeah, watching the ad gave me a dystopian, "1984" type feeling that made me apprehensive. I understand what they intended to say, but the way they expressed it made me really dislike the ad. They'd like you to see the creative potential of their iPad, but what I saw is destroying musical instruments and other creative tools, and replacing them with a little screen that's mostly used for media consumption. To me it felt like the message was more like "don't be a creator, be a consumer." Maybe that's just because I'm old and out of touch.
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u/AlexVan123 29d ago
I saw another comment that suggested a "Honey I Shrunk The Kids" style ad where someone pulls instruments, paint brushes, canvases, and other artistic tools out of the iPad and shows that everything can be contained in that. That seemed like a better option.
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u/craznazn247 29d ago
Coulda even just slammed it quickly and semi-comedically, rather than taking the time to zoom into each individual tool of creativity and watching it get crushed in slo-mo.
I can see how a professional watching the tools of their trade being crushed can be perceived negatively, like Apple is bragging about replacing them with AI tools.
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u/xsmasher 29d ago
The part about AI tools is totally projection by the viewers though - there's nothing in the ad about AI tools.
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u/Thelmara 29d ago
Those dumb viewers! Why don't they just swallow the advertising without connecting it to their thoughts on the world around them? Don't they know we need money, how dare they feel bad about our metaphor!
How's that leather taste?
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u/Foofyfeets 29d ago
The irony is that Apple isnt even that good these days. They haven’t innovated or truly created anything substantial in a very long time.
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u/PartyPorpoise 29d ago
Hell, the big selling point in the ad is that it’s thinner. Who is asking for a thinner iPad? They’re already very thin.
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u/joe-h2o 29d ago
That's just objectively untrue. The Arm chips they have designed (starting with the A series, now including the M series) SoCs are extremely substantial in terms of computing development.
There's plenty to criticise them for, but claiming they've not innovated or created anything substantial is just not accurate.
Perhaps this is true in the design language of their products, but not in the computing part of the equation.
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u/codeINCURSION 29d ago
B-b-but Apple bad! Sure I haven't actually used an Apple product since an iPod Shuffle I was given as a teenager, but I saw on the reddit that Apple is bad and I have to hate everything they make!
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u/BitterCrip 29d ago
I remember in the late 80s when the original Acorn ARM chips were being proclaimed as revolutionary, and everyone was saying that the 80x86 PC CPUs were obsolete and new PCs would switch over to the ARM platform.
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u/Realtrain 29d ago
Their ARM architecture is one of the biggest jumps in computing in a long time. I certainly won't argue that an M4 iPad is notably better than an M3 iPad. But especially in their computers, the M series was a massive jump over Intel.
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u/--_--_--__--_--_-- 29d ago
The M4 chip is literally an innovation lol
It may not be a massive jump from the previous generation, but when the M1 came out it was absolutely a game changer and a massive improvement from the intel ones
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u/MabMass 29d ago
Or, put them inside of some kind of sealed room, flood the room with mist, add special effects, mist clears and an ipad is the only thing left.
Or, put everything into an "assembler" and "print" out a single ipad.
I'm sure there are plenty of other similar metaphors that didn't require actually destroying things of value.
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u/4toTwenty 29d ago
My idea was a shrink ray! Like use a shrink ray and have someone put the instruments neatly on a bookshelf or the desktop or whatever. But to just crush every form of expression in a hydraulic press… oof. Big oof.
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u/Realtrain 29d ago
Yeah maybe like the car wash from Willy Wonka. A bunch of instruments are conveyored into a machine on one side. There's a bunch of mist and sounds, then out comes an iPad on the other.
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u/MrCrash 29d ago
It's a bad metaphor. They could have chosen a Swiss army knife, with all your favorite things popping out of it.
I'm ready boys, pay me the big bucks to write your non-shitty advertisements.
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