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highplainsdem

(49,171 posts)
Thu May 9, 2024, 05:14 PM May 9

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

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.
9 replies = new reply since forum marked as read
Highlight: NoneDon't highlight anything 5 newestHighlight 5 most recent replies
APPLE APOLOGIZES FOR IPAD PRO AD THAT 'MISSED THE MARK' (Original Post) highplainsdem May 9 OP
Good. hlthe2b May 9 #1
easy way to uncap: just google the title, and then copy and paste Celerity May 9 #2
Thanks! highplainsdem May 9 #7
Some pile of fools signed off on the ad agency's creation bucolic_frolic May 9 #3
The worst part of that advert GenThePerservering May 9 #4
OOOH, looks like Tim Cook reads his email. usonian May 9 #5
Didn't take Apple too long to respond to the criticism peggysue2 May 9 #6
I'd just read this article PatSeg May 10 #8
The ad was very depressing NameAlreadyTaken May 10 #9

Celerity

(43,903 posts)
2. easy way to uncap: just google the title, and then copy and paste
Thu May 9, 2024, 05:29 PM
May 9

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

bucolic_frolic

(43,614 posts)
3. Some pile of fools signed off on the ad agency's creation
Thu May 9, 2024, 05:38 PM
May 9

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

usonian

(10,067 posts)
5. OOOH, looks like Tim Cook reads his email.
Thu May 9, 2024, 05:45 PM
May 9

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

peggysue2

(10,894 posts)
6. Didn't take Apple too long to respond to the criticism
Thu May 9, 2024, 06:11 PM
May 9

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

(47,817 posts)
8. I'd just read this article
Fri May 10, 2024, 02:43 PM
May 10

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

So Apple DID get the message. That is reassuring.

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