Two days ago, Apple promoted its newiPad Pro; an advertising campaign called “Crush!” » in the form of a video posted onApple's YouTube channeland on Tim Cook's X account. However, the symbolism behind it was not viewed very favorably by some andsparked an uproar on social media, leading the company to issue a public apology. Why then did a simple advertisement provoke such a collective movement of indignation?
“Overwhelming” and poorly received advertising
As you can see below inTim Cook's tweet, the advertisement featuredthe destruction of musical instruments, books, camerasand other objects relating to creativity by a gigantic press. Only the iPad Pro emerged unscathed from the press, at the same time as a voice-over uttered this sentence: “The most powerful iPad is also the thinnest».
Perhaps a somewhat clumsy way of promoting your product since the spot was very misinterpreted by many people. Indeed, we can completely analyze this video differently: the iPad Pro can replace any other form of material creation. This simplistic and reductive vision sparked a wave of indignation, particularly within the artistic community.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create.pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook)May 7, 2024
Tor Myhren, vice president of marketing at Apple,recognized the failure of the campaign: «At Apple, creativity is part of our DNA, and it's incredibly important to us to build products that help creatives around the world thrive. Our goal is to always celebrate the countless ways people express themselves and bring their ideas to life through iPad. Wewe missed our mark with this video, and we are sorry". Advertising, far from promoting innovation, rather hit head-on the sensibilities of many creators, who saw in this messagean attack on their art and know-how.
The reactions on X.com were not long in coming andthey were certainly not those expected by Apple. «The destruction of musical instruments and cameras made me sad. I highly doubt the creators will like this video. Perhaps it is my Japanese sensibility that influences my feelings?» wrote Takuta (Editor-in-Chief ofThunderVolt) under Cook's tweet.
Kiaran Ritchie, an Epic Games executive, commented,not without cynicism: «The symbolism behind indiscriminately crushing beautiful creative tools is an interesting choice».
Another comment, coming from SF author Yuval Kordov, hits the nail even more: “Forty years ago, Apple launched the 1984 ad as an act of defiance against a dystopian future. Today, you have become this dystopian future. Congratulations". A clear reference to the brand's advertising for its first Macintosh, which had left its mark withits bold message and very striking visual identity.
Criticisms therefore highlightingApple's supposed disregard for the intrinsic value of physical toolswhich, for many, can never be replaced by digital equivalents. In response to the controversy, Apple decided not to air the ad on television as originally planned.A hard blowfor the company's brand image.
- Apple launched an advertising campaign for its latest iPad Pro two days ago.
- Called “Crush!” », the video featured objects crushed by a press, from which only the iPad Pro emerged undamaged.
- This sparked outrage among many creatives and Apple publicly apologized.
