Apple faced criticism after launching an advertising campaign for the new iPad Pro that depicted the destruction of creative tools while emphasizing the power and innovation of the device.
Creative criticism
Provocative iPad ad
Before the presentation of the new iPad models, Apple released a provocative ad called "Crush" ". In it, a hydraulic press mercilessly destroyed various objects associated with creativity and creativity. The purpose of this video, according to a statement by Apple chief Tim Cook on social network "X", was to demonstrate the incredible capabilities of the new iPad Pro for creating content.
A wave of criticism from the creative community
However, the provocative advertising campaign caused a wave of indignation from the creative community circles Many film industry figures, actors and directors perceived the video as an insult to their profession and creative endeavors. Famous actor Hugh Grant expressed his dissatisfaction by reposting the video on his X page with the comment: “Belittling human creativity. Made in Silicon Valley.”
Admitting Apple's mistake
As a result, Apple was forced to admit that the advertising campaign did not justify expectations. Vice President of Marketing Thor Miren said the company "missed the mark" with the video and apologized. He emphasized that creativity is an integral part of Apple's DNA, and their goal has always been to provide opportunities for creative expression among users of their products.
Glossary
- Apple is a well-known American corporation, manufacturer of personal and tablet computers, smartphones, and software.
- iPad Pro - A line of powerful tablet computers from Apple, aimed at professional use for creative purposes.
- Hugh Grant is a famous British actor and producer, known for his roles in romantic comedies.
- Silicon Valley - A region in the state of California (USA), a center of high-tech companies and startups.
Links
- Tim Cook's "Crush" video tweet
- Repost of Hugh Grant with comment
- Apple Vice President's Statement of Apology
Answers to questions
What was the message of Apple's "Crush" video?
What kind of reaction did the Crush ad get online?
How did Apple respond to criticism of the “Crush” ad?
What is the purpose of Apple's "Crush" ad?
How popular is Apple's "Crush" video?
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Discussion of the topic – Apple apologizes for 'disruptive' iPad promotion: awkward or marketing ploy?
Apple faced criticism after releasing its "Crush" commercial, which showed creative tools being destroyed by a hydraulic press. The company apologized but has no plans to remove the promo.
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Ивана
What a soulless and vulgar advertisement from Apple! 🙄 They clearly went too far, devaluing the creativity of other people. Is this acceptable for such a large company?
Франц
I completely agree, Ivana. I think they missed the mark with this idea. Creativity is something sacred and should not be so rudely degraded for the sake of advertising one's products. 😠
Григорий
And you are all dramatic! 😒 It's just an advertisement and there's nothing scary about it. The company needs to attract attention, and they found an unusual way. I don’t see an insult to creativity here.
Моника
Gregory, you simply don’t understand the value of creativity! 😤 For many people this is the meaning of life, and Apple literally trampled on it in their video. I'm ashamed of this company.
Паоло
Let's not forget that they apologized and admitted their mistake. 🙂 Although, of course, the very fact of publishing such a video was inappropriate. Let's hope they will be more tactful in the future.
Григорий
Oh, well, sorry! 🙄 I just don’t see anything wrong with it. You are overdramatizing everything and taking everything to heart. It's just an advertisement, guys!
София
Gregory, you never understood the importance of creativity. 😒 It's just a waste of time for you. But for many people it is a way to express themselves and their emotions. And Apple played it down in their advertising.
Томас
I think Apple made a big mistake with this video. 😕 But they apologized and I hope they will be more sensitive to such issues in the future. After all, their products are used by many creative people.