Yeah, Apple has had a few advertising missteps in the past ("wHatZ uH cOmpUTer???), but this 'Crush' commercial is one of the darkest mistakes I think they've ever made. It feels like the intro to Fallout style dystopian story.
A far cry from the optimism of the 1984 commercial, Apple has become what they once rallied against... https://appleinsider.com/articles/24/05/08/apples-crush-ipad-pro-ad-sparks-intense-backlash-from-creatives
@SomeGadgetGuy It is interesting indeed. But as it seems to point to making musical instruments superfluous it is a bit jarring. I was given one of these to use for work and I don't because we cannot back it up using out work servers and it does not save all pdf markings on the built-in pdf viewer and it basically just that little bit smaller than A4 paper that using it to write on is really really really frustratingly horrible. When they make an A4 one I will reconsider.
@adingbatponder It's grim. The notion of "destroying" all artistic tools and training is a tone deaf comment from the company right now.
Apple seems unable to read the room. They're under increased scrutiny for anti-competitive business practices, and they're desperate to assert they have an AI strategy, as AI is facing increased consumer scrutiny.
As a commercial (for a product that has been slipping in sales for the last couple years) it's a horrible look for the product.
@SomeGadgetGuy Agree. It is unjoyous and being thinner has nothing to with smashing instruments. An advert should make you want to be a part of it and not a part of the opposite. The advert makes you want to play music down the pub and leave their stuff in the cupboard alone and unloved.
@adingbatponder Spot on. It isnt terribly surprising this is facing the backlash it is.
I'm shocked the concept made it through Apple's marketing department.
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