APPLE APOLOGIZES FOR IPAD PRO AD THAT 'MISSED THE MARK'

[highplainsdem]

It's Ad Age's all-caps headline.

Link to yesterday's thread about the ad: https://www.democraticunderground.com/100218932884 . And see the list of articles about it at the end of the OP.

Today:

https://adage.com/article/digital-marketing-ad-tech-news/apple-apologizes-ipad-pro-crushed-ad-it-missed-mark/2559321

Apple apologized Thursday for a new iPad Pro commercial that was met with fierce criticism from creatives for depicting an array of creative tools and objects—from a piano, to a camera, to cans of paint—being destroyed by an industrial crusher.

The spot, created in-house and unveiled Tuesday, was intended as a metaphor to suggest how much creative potential is packed inside the latest edition of its signature tablet, and to promote how thin the tablet is. (At 5.1 millimeters, it’s Apple’s thinnest product ever.)

But many viewers had a more chilling interpretation, seeing the spot as a grim representation of technology crushing the history of human creativity—something the creative industry is already existentially worried about with the rise of AI.

-snip-

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” said Tor Myhren, the company’s VP of marketing communications. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

-snip-

Apple has scrapped plans to use the ad. Smart. Belatedly so, but smart.

[hlthe2b]

1. Good.

[Celerity]

2. easy way to uncap: just google the title, and then copy and paste

here is a snapshot of the result that you could have done that with:

[highplainsdem]

7. Thanks!

[bucolic_frolic]

3. Some pile of fools signed off on the ad agency's creation

Probably a lot of money involved, or what would be a lot of money to an ordinary company

[GenThePerservering]

4. The worst part of that advert

was that it was so hokey.

[usonian]

5. OOOH, looks like Tim Cook reads his email.

Wonder if they'll pivot to "Honey, I shrunk the orchestra" instead.

[peggysue2]

6. Didn't take Apple too long to respond to the criticism

Unlike some sectors and individuals they didn't double down. So . . .

Good one on them.

The ad was boneheaded considering the anxiety out there but at least their response was quick and correct.

[PatSeg]

8. I'd just read this article

and came here to see if anyone had posted it yet.

So Apple DID get the message. That is reassuring.

[NameAlreadyTaken]

9. The ad was very depressing

and certainly didn't make me want to buy an iPad, if that was their intent.