Apple had to publicly apologize for the images shown in the first commercial advertising the new iPad Pro OLED.
The new iPads launched this week during the Let Loose event have aroused great interest among fans and enthusiasts, proving themselves to be cutting-edge products worthy of praise in many respects.
The updated versions of Cupertino tablets, iPad Air and the latest iPad Proequipped with innovative Tandem OLED screens, present themselves as efficient devices suitable for every type of user, but particularly suitable for creatives and artists; it is easy to imagine how they could be among the main beneficiaries of this update, which also includes special accessories such as the Apple Pencil Pro.
The commercial, created by the company’s marketing department and entitled “Crush”, seemed aimed precisely at this audience; however, it seems that the tone used was not particularly welcome by the category.
Break with the past
The short commercial shows a series of tools linked to the world of creativity, both from recent history and beyond.
As the images scroll we therefore find musical instruments, an arcade cabinet and others vehicles of artistic expression produced by humans.
These objects are then crushed by a press until they become flat, ultimately revealing the new iPad Pros as a result of the process.
The whole thing could give the impression of a classic commercial born from a brilliant idea: the extraordinary subtlety of the new iPad models is highlighted by the “compressing” of the press, while, metaphorically, the same gesture symbolizes how the new devices contain all the tools necessary for the development of ideas.
However, the artist community has adopted a rather negative interpretation of the commercial.
The meaning given to it was offensive: some saw the gesture of compressing and “destroying” old technologies as a sort of scrapping of instruments of the pastconsidering this violent and drastic act not only as a way to abandon it, but also to label it obsolete and get rid of it without too much consideration.
Faced with this misunderstanding, all the good intentions behind it collapsed: Apple was forced to publicly apologize for the commercial in question.
Crushed by their own weight
Criticism has mainly targeted social channels, with responses to Tim Cook’s tweets piling up vehemently.
Even some celebrities have decided to fan the flames of the protests.
Actors and directors advised Apple to gauge customer opinion about the commercial, while the British Hugh Grant, with some sarcasm, described the images of the commercial as a “destruction of the human experience”.
In response to the artists and creators, as well as acknowledging the misstep, Apple removed the video from all of its channels and said it will not be used in the future, nor broadcast on TV or elsewhere.
Crush’s attempt therefore turns out to be a failure that Apple’s marketing department will have to deal with, among the array of other successful and well-acclaimed commercials made by the company.
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