Apple Apologizes For Tone-Deaf Ad That Crushed Human Creativity To Make an iPad (engadget.com) 243
Apple has apologized for its tone-deaf "Crush!" ad that sparked a furious backlash with artists, musicians and other creators. AdAge reports that Apple said the video "missed the mark" and has scrapped plans to run the cutesy-turned-cringey commercial on TV. From a report: It's clear that Apple intended for the ad to serve as a metaphor for all the myriad creative tools one has when they throw down $1,000 or more for a new iPad Pro. Run during Tuesday's event, the video shows a series of musical instruments and other tools for human expression, including a guitar, drums, trumpet, amplifiers, record player, TV and much more. "All I Ever Need Is You" by Sonny & Cher soundtracks the clip.
Soon, it's revealed that the objects are all sitting on an industrial crusher, which descends upon the scattered creative instruments, exploding in plumes of satisfyingly colorful smoke. But when the crusher pulls back up, we see that everything was transformed into a shiny new iPad Pro.
Soon, it's revealed that the objects are all sitting on an industrial crusher, which descends upon the scattered creative instruments, exploding in plumes of satisfyingly colorful smoke. But when the crusher pulls back up, we see that everything was transformed into a shiny new iPad Pro.
When Apple believes in their own farts (Score:5, Interesting)
Head up asses.
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I mean yes.
I'm not offended particularly by this ad. Well no more than any random apple ad which are always pretentious wank that say you're a cooler person for buying some disposable shit[*].
Every Apple advert makes me go "ugh".
[*] Fuck you fanbois. My boring old thinkpad laptop is still going strong at 14 with a fully patched OS. No hacks or pwnage required. I bought it run Linux and it still does.
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For every tool, there is a use case.
Not everyone wants to lug around a large, clunky laptop everywhere.
I'm guessing that 14yr old Thinkpad isn't up to running some of the software I'm wanting to use, like Davinci Resolve, Affinity Photo...Procreate...etc.
Re: When Apple believes in their own farts (Score:2, Insightful)
This will come as a shock to you for sure: Most people aren't interested in photography. To most people that are, it's not even work, it's just a hobby. I'm sure you loved focusing on the color saturation and depth of field effects in all of Apple's ads, but most people don't even notice or care. All we see in them are a bunch of pretentious hipster douchebags that think macs don't get viruses just because their ad said so.
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Not everyone wants to lug around a large, clunky laptop everywhere.
Apple laptops are well out of patched OSs at this age, unless you resort to fuckery. Life's too short for me to want to fight with my hardware. I just want a nice, easy, smooth experience, so I buy laptops with guaranteed Linux support and never worry again.
I'm guessing that 14yr old Thinkpad isn't up to running some of the software I'm wanting to use, like Davinci Resolve, Affinity Photo...Procreate...etc.
It's more up to running bigger thi
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The Luddites are upset because Apple is right. The old tools are fading, and the future is digital.
I'm not much of an artist, but my daughter makes amazing illustrations on her iPad Pro and musical compositions that no single person could create on traditional instruments.
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The Luddites are upset because Apple is right. The old tools are fading, and the future is digital.
And because it's Apple. When LG ran the identical ad in 2008...no problem!
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And where, pray tell, did the samples that form the basis of the ipads virtual instrument library come from ?
Maybe straight out of Apple's magic ass :)
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And yet, the beat goes on.
"Missed the mark" (Score:5, Interesting)
No, more like hit the nail on the head. Apple, and damn near every other top tier tech company, have the same agenda: control at all cost. This was a rare instance of a company showing its true colors. It's a disease spawned by IT companies.
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Ad wasn't about control. That's projection of your own problems. Go read up what people actually found offensive on it, it's all over every forum where creative people talk to one another.
The problem was that Apple showed that "we're destroying tools of human creativity to make a tablet". To creative people who are defined by being high in trait openness, that looked like destruction of human creativity itself. Because that's one of the defining feature of people who are high in openness. They tend to conne
Re:"Missed the mark" (Score:5, Insightful)
The ad would have raised a lot fewer hackles had it not been showing stuff being destroyed. Instead, had the ad have someone placing all the articles in a large box, and a magican style curtain draped over it, then removed, to show the iPad Pro where everything else would be, the ad would have been a lot better. Showing all the creative stuff being destroyed just struck the wrong chord in people, as it echos real life where art, music, pretty much any creative endeavor is being replaced by the /imagine command.
Re:"Missed the mark" (Score:5, Insightful)
I mean, lots of stuff gets destroyed all the time, but yes, it sort of had a note of performative destruction and wastefulness. I can see why that rubbed people up the wrong way, even without any other meanings.
It's a bit crass.
Re: "Missed the mark" (Score:2)
All interesting thoughts. The ad made me a bit uncomfortable and Ididn't know why...looking back, maybe it was the destructive aspect of it. I agree that some other way of showing creativity being packed into an electronic device would have been better.
As far as the LG ad from 2008 goes, I don't recall ever seeing it so I can't compare my reaction.
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"And creative people are overwhelmingly apple users."
LOL. Creativity and computer use are unrelated. This isn't insight, it's tribalism.
"...who the perceived elites in their user base are..."
Worship at the church of Apple! Talk about illusion...
"...and accidentally shattering their illusion about human creativity. Illusion that for many is necessary for the act of creation. That was the source of their status as elite among the users."
And now total nonsense. An illusion about creativity? What illusion is
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>it's tribalism.
Tribalism is also an inherent feature of humanity, so I assumed it was a given that creative people would be tribal... because they're humans.
>Worship at the church of Apple! Talk about illusion...
See: status maintenance among your peers.
>What illusion is that?
Illusion that creativity is not just uniquely human, but special to people among their peer group. Again, see status maintenance among your peers. I mention this specifically in my original post. A lot of status maintenance am
Exactly (Score:3)
It was strangely refreshing to hear them finally admit something that everybody already knows but nobody is saying out loud.
Perhaps tomorrow, maybe Google will finally admit that they are doing evil?
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No, more like hit the nail on the head. Apple, and damn near every other top tier tech company, have the same agenda: control at all cost. This was a rare instance of a company showing its true colors. It's a disease spawned by IT companies.
Control of what? Guitar and keyboard sales? Give me a break. Apple may be a fashion company who sells tech, but even they know where their limits are.
Anyone who wants to actually learn a traditional instrument, will go get the real thing. Hence the reason instruments still exist after hundreds of years. Those that want to pretend for the sake of popularity, will buy an iPad. Let’s stop pretending Autotune is some kind of threat to those who can actually sing.
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Let’s stop pretending Autotune is some kind of threat to those who can actually sing
Autotune is a problem because it makes people think that's what singing is *supposed* to sound like. Autotuned singing is completely unnatural and impossibly perfect, and when people in the real world can't match that, they think they are terrible singers. And a huge percentage of commercially broadcast and commercially published singing uses it now, maybe 80%+?
Don't apologize, dumbass (Score:4, Insightful)
Bowing to the perpetually offended is dumb... and extremely offensive. Apologize for apologizing!
Re: Don't apologize, dumbass (Score:3)
Yes, bowing to the perpetually offended is not a great look. However, an add that GE's this kind of negative reaction? Yeah, it gets pulled, because the whole purpose of advertising is to create -positive- vibes.
When I first saw the ad, I cringed too. Crushing musical instruments? Seriously?
Re: Don't apologize, dumbass (Score:4, Insightful)
On a more constructive note: What they intended to show, was all the creative tools being compressed into an iPad. There are any number of ways they could have done that. The worst possible choice was to show the destruction of the creative tools. Who wants a broken trumpet?
What about some sort of sci-fi effect, showing the objects morphing into an iPad? Or individual objects shrinking and moving towards a black dot; with each object, the dot grows bigger, until it has become an iPad? Lots of possibilities. But again, crushing musical instruments? You've got to be seriously out-of-touch, to think that's going to go over well.
Re: Don't apologize, dumbass (Score:5, Interesting)
The fact that they were out of touch isn't the problem - everyone makes mistakes. Yes, there are many ways this could have been done better. The real problem is that there are a _lot_ of very creative people at Apple, some of whom will have spotted this issue with the ad, and nobody felt empowered to speak up (or if they did they were ignored). That's a real problem.
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> On a more constructive note: What they intended to show, was all the creative tools being compressed into an iPad.
Yes we get that. The actual issue isnt the destruction of the instruments but the assertion that you need never touch a real instrument or learn one. They were saying that instruments are obsolete.
It's the same line used when keyboards (the musical type) came out. Why learn to play an Oboe or a Saxophone or a Violin as the keyboard does that all for you and you need to just play the notes
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On a more constructive note: What they intended to show, was all the creative tools being compressed into an iPad. There are any number of ways they could have done that. The worst possible choice was to show the destruction of the creative tools. Who wants a broken trumpet?
What about some sort of sci-fi effect, showing the objects morphing into an iPad? Or individual objects shrinking and moving towards a black dot; with each object, the dot grows bigger, until it has become an iPad? Lots of possibilities. But again, crushing musical instruments? You've got to be seriously out-of-touch, to think that's going to go over well.
Exactly.
Or how about showing someone using their iPad with the creative tools? Recording music, checking your pitch, editing sound files, having a jam session over a video link. Of course, you hardly need an iPad for that, but still ... that's a much more appealing scenario.
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> On YT I've seen a couple of "reaction" videos where the observer absolutely freaks out over old videos of The Who smashing their instruments.
That's just style.
You have the opposite too with musicians like Brian May and his Red Special guitar home made with his father, which when seen on stage adds to the crowds enthusiasm.
you normal change instrument before the strings. (Score:2)
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One of the best pictures I've ever seen:
This Guitar Has Seconds to Live... [wixmp.com]
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No, I'm offended by stuff like Hitler, or polluting the planet, or giving easily offended people de-facto control over society. If you're not offended by anything, you're dumber than the dumbest animal, even a dog knows to be offended when someone steals their lunch.
Re:You're whining about how you're offended... (Score:4, Funny)
Pansies (Score:4, Insightful)
Nothing was wrong with that ad. What's the world coming to?
Re:Pansies (Score:5, Insightful)
I'm not going to suggest it's offensive, just something that comes with a sigh. The ad implies you don't need a trumpet, a guitar, a piano, paints, etc. Just the new shiny rectangle from Apple. And OMG! It's thin!.
But it's not difficult to see this as pure corporate BS. For anyone slightly hesitant about the Cult Of Apple this is just more nonsense. A life with a trumpet AND an iPad is going to be more rounded than just an iPad. But the ad is suggesting their new skinny cuboid is magic. There's more to life, etc.
Once it was Think Different. Now, it's Think The Same. And as a non-Apple user I don't care because this isn't really anything new. Perhaps some of the opprobrium is down to scales falling from eyes that have previously thought Apple was the second coming in corporate form and this is just an indication that not only have they wanted your money, they expect your soul too.
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To be fair, I can see that being a very reasonable take. But the stuff is all being destroyed so possibly a little ambiguous.
Maybe it's a bit dependent on what you think about Apple in the first place. Previously, I'd expect this reaction from those - me included - that might be a bit put off by the slightly arrogant veneer around their products. (E.g. the typical insinuation that they've invented, rather than refined, everything; the hints that Apple products are a lifestyle, and not a technical choice, wh
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Can we also think of it instead of destroying them, that they were mashing them together? As soon as I saw the crusher, they're probably saying that this thing does all these things, which pretty much the previous iPad did too.
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I know this is the internet and it should just be random contradiction and elevated antagonism, but yes, yes you can.
I think that's probably what they were going for, and it's a reasonable impression to have, certainly.
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After seeing the Apple ad and reading your comment, I could imagine Boston Dynamics creating a similar ad where a bunch of puppies get smashed and then the press lifts to reveal their robot "dog". For people with actual creative skills, the Apple ad was no different than crushing puppies to create a robotic dog.
Of course Boston Dynamics probably wouldn't ever create that ad
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The ad's intention was to convey what you say, that an iPad is created my cramming all this stuff into it. It can do all these things because we put these things into it. Apple wasn't saying the iPad replaces those things, because the iPad is "birthed" from the process. It is the amalgam of those things.
The problem is that the video conveys the destruction of all those things during the process, the process doesn't work. Also, the offense is the destruction, not the suggestion that the iPad is a replace
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I think there's an irony parade happening here. Thing happened. Comments made on thing. Some comments prompt seeing thing if thing not seen initially.
To fully explore your logic here pretty much nothing would ever deserve any comment, then? You imply you have AdBlock but try saving more of your time by 1) not reading stories about things that don't matter; 2) not replying to comment made about stories that don't matter. And
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Apple wants to replace the experience of handling a real instrument with an inferior one on an iPad. It's the enshitification of our world, which began with replacing physical buttons with touch screens in places like cars where you really need that tactile feedback.
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The items are symbols of creativity. Artists and musicians have spent a long time getting proficient with these analog tools, and feel a connection to them. The physical connection with them is important for them.
This is also in context of "generative" AI tools taking real artists', writers and musicians jobs.
Apple is part of "Big Tech" that is stealing real artists work, mashing it up in a neural network and selling it at undercut prices. Or at least, Apple's devices are used to run the software, or interf
Traumatized by a guitar being crushed? (Score:5, Insightful)
Anyone offended or "traumatized" by a fucking advertisement, especially this one, should lock themselves inside a mental institute and demand electroshock therapy until at least 12 psychiatrists declare them delusion free and sign off on their release.
Re: Traumatized by a guitar being crushed? (Score:2)
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Anyone offended or "traumatized" by a fucking advertisement, especially this one, should lock themselves inside a mental institute and demand electroshock therapy until at least 12 psychiatrists declare them delusion free and sign off on their release.
I recommend Trepanning.
And a large spoon.
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Anyone offended by people being offended by the destruction of musical instruments and other creative items should lock themselves out of their Slashdot account, walk away from the computer, and get out into the real world for a while.
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Re:Traumatized by a guitar being crushed? (Score:5, Interesting)
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Displaying your prodigious intellect again, I see. And what's wrong with child rape, right? It's fine when your team does it.
I'm sure they're really sorry... *sarcasm* (Score:5, Insightful)
I'm sure Apple is really, truly sorry for the ad.
I'm especially sure Tim Cook, Apple's marketing team, and the ad agency are popping champagne bottles for a brilliant ad campaign.
Why? Because the ad has generated probably billions of dollars worth of marketing alone - between all the antisocial media posts about getting "offended" to all the news articles reporting on it. I'm sure they're all high-fiving each other on a really successful ad that went viral
What was likely supposed to have been an low-key introduction of a rather boring product that's not doing terribly great (are iPads really selling all that much?) , suddenly days after the introduction you get a resurgence of interest on in brought on by the news.
I knew about the iPad introduction because it was covered heavily. I didn't bother seeing the ad at all. It was "meh" to me. Now, I've seen the ad in question to see what the hype was about. Or brouhaha.
It's a cute ad. But now they've probably had a few million views to hundreds of millions of views of that ad because of the "controversy"
And they probably got a bunch of people who didn't care and didn't know that Apple released a new iPad, into knowing that Apple released a new iPad. And maybe some of them suddenly think it might be time to upgrade their tablet.
Instead of people forgetting about the iPad a week later, this news will circulate round and round for the next few weeks.
You can't manufacture that kind of marketing.
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Cute in your opinion.
Trouble is a lot of people consider the ad somewhat crass and unpleasant.
There are quite a lot of people who consider mindless destruction of musical instruments as something unpleasant. But you find it cute, fine, but apparently enough of Apple's target audience do not.
It's actually fairly self-conscious (Score:3)
I mean after all it's saying, "Don't be creative, just buy an iPad". It kinda reflects all the things Apple tries to kill with their products, turning everything into bland slabs. Just look at the smartphone industry which Apple killed, replacing it with an industry that sees the user as a resource to be exploited.
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I have no idea what crosswiring you have going on in your brain that got you there. Please do explain. I am genuinely curious. How did you get to "Don't be creative, just buy an iPad"?
Re: It's actually fairly self-conscious (Score:2)
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OK, so there is one school of thought that postulates that tablets are removing creativity and ability. For example, the generations of tinkerers that grew up with giant personal computers that they had complete control over, from the operating system it ran to the software installed. Ipads can be awesome creative tools but more often than not they are simply very expensive screens to watch videos - with very little scope to tinker or customize
But isn't that on the User, rather than on the Product?
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As many people didn't tinker with BASIC on those personal computers as don't use their iPads for tinkering with creative stuff. It's an observation bias. Just because we grew up tinkering in that way and don't on iPads doesn't mean that others don't.
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Fully agreed, although it started way earlier with laptops.
I had so much fun as a kid building all of my computers from parts. I wouldnt be in this job today if it wernt for that hands on tinkering ability.
Now everthing is a self-contained disposable black box that cant even be saved should it brick itself. I once rebooted my PC, to find that somehow it had corrupted the BIOS while doing so. Very wierd. Did I panic? Was I stuck? No, I was more confuddled how the situation happened but I instinctivley
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It's figuratively what the ad implied by "crushing" tools for human expression. You know, symbolism?
Now they have you believing you can't be creative without buying an expensive Apple product. Don't you see it?
Re:It's actually fairly self-conscious (Score:4, Insightful)
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At this point I must say, I love Goa Psy,
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It's the same thing we've seen in other areas of life. Take sport. We could create a robot that could drive a race car or make a basketball shot or throw a baseball better and faster than a human. But we still watch humans drive and play. Why? It's because we are interested in watching human performance. This is why I
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Really?
Considering this ipad uses generative A.I to remove the need to have tedious creativity?
Not interested in the apology (Score:5, Interesting)
I would be more interested in the details of the legal wranglings behind the scene, since that ad was a blatant rip-off of a 2008 LG smart phone ad. That could potentially become really expensive for Apple.
https://boingboing.net/2024/05/09/apple-blatantly-rips-off-2008-lg-phone-ad-in-latest-ipad-commercial.html
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Not the first time for Apple either. The original iPhone "slide to unlock" was a rip off of LG's earlier all-touch-screen phone. Most of their industrial design seems to be ripped off from Braun.
As Steve Jobs said, "great artists steal."
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I would be more interested in the details of the legal wranglings behind the scene, since that ad was a blatant rip-off of a 2008 LG smart phone ad. That could potentially become really expensive for Apple.
https://boingboing.net/2024/05/09/apple-blatantly-rips-off-2008-lg-phone-ad-in-latest-ipad-commercial.html
Do sitcom comedy writers sue each other into oblivion because all of them sell laughs the same way? I think not. Highly doubt there’s a legal case there no matter how bad the lawyers want it.
Worst thing since... (Score:3)
Although, if you've ever met ad agency executives, that they thought this ad was a good idea is not at all surprising.
Whats a computer? (Score:5, Interesting)
That one had me screaming at the TV :D
It's as brain dead as showing people camping with a gas stove and matches and have them causally ask someone passing "What’s a camp fire?" :D
The point is obvious. In the What’s a computer example, they were actually referring to the US specific jargon that defines a computer/PC as a windows machine or a larger laptop or tower system. Here the kid was using an ipad pro (something beyond reach of most kids), outdoors and in various dangerous (for the ipad) environments to do her creative work. The message was that the new ipad pro was powerful enough to replace a larger more powerful machine (powerful enough to, not powerful enough to outclass one).
The neighbour asked what the kid was doing on her computer, which would be enough context to instantly teach any kid that what she had in her hands was a computer, only for the kid to reply "What’s a computer?".
Alan Turing would be turning in his grave :D
There and here the point is sound but someone really messed up the delivery. Then, IT pros and Turing fans all lamented at the mere idea that a kid wouldn’t know what a computer was. Here the artists and musicians took offence at the idea that an AI based slab of expensing stuff that won’t last 5 years maximum could replace the skill and leaning and creativity in actually playing that piano properly and manually.
And although I never have retained the skills to play an instrument (besides pretending my soldering iron is an air-guitar as I instead have some skills in electronics) I totally agree. I think a better advert would have shown HOW the ipad and its AI could be used to enhance the experience of actually playing that piano. How it could be used to teach playing the trumpet or that guitar. How it could assist in developing skills to put that paint onto REAL canvas.
Seriously, who would think tapping a screen to emulate brush strokes is the same as actually looking at a scene and painting it for real? Heck even in Star Trek, a series set so far in the future they can make food out of nothing, and experience full immersive environments on a holodeck, they still play real clarinets. The kids still carve things out of wood, perhaps replicated wood, or on the holodeck they might chop down a tree and carve it there. Throughout Star Trek I see so many examples how making real paintings with real paint, sure the materials and tools might be replicated for convenience but nobody there would sniff at the idea someone might like to make their own brushes! They even give books as gifts, paper books no less, in a series full of PADDs and screens with databases and encyclopaedias of multiple cultures at their fingertips and computers that can fully respond to your voice queries, they still value a book. They use technology frequently to enhance those experiences without ending up as some fat human tapping at a screen.
As an amateur photographer I use a DSLR and film. I collect the cameras and have done so for at least 30 years. I have all sorts taking 35mm and 120 film, I even have the odd 110 format camera. I have a DSLR which I use as my main camera but I frequently mix it with the old lenses from the others. When shooting film, I select from several types of film, not knowing what I'll get if it's one I haven’t used before. An ipad can’t replace ANY of that. Its tiny lenses won’t have nearly anything close to the focal length or the light gathering capabilities of a 50mm M42 lens with f1.2 aperture, which I have loads of hence I mention them. Heck my DSLR's newer zooms were outclassed by a 1970's M42 50mm I used on that DSLR to shoot photos of a comet thanks to the 50mm's large by comparison aperture. I heavily manipulate depth of field both ways, something the DSLR makes very easy thanks to the fact I can see the effect on its screen (never liked DOF preview on my film SLR's much). An ipad has none of that as its tiny len
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Seriously, who would think tapping a screen to emulate brush strokes is the same as actually looking at a scene and painting it for real?
This guy does his paintings using an ipad. http://martynwarren.com/ [martynwarren.com]
I think thats a simlar skill.
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It's easier to market to idiots.
"Now Available on Blu-Ray and Digital Download"
Well no shit. All downloads are digital as computers are digital technologies.
"What's a computer?" was a way of doing that; catering to people who don't know technology that somehow this device is far superior to others that it's not what it is.
Re: Whats a computer? (Score:2)
Debating what is or isn't "real" camping is an outstandingly great analogy for the debate over what is "real" computing, but probably not the way you intended. Hint: You'll have to pry my Coleman burner out of my cold dead hands.
The neighbour asked what the kid was doing on her computer, which would be enough context to instantly teach any kid that what she had in her hands was a computer, only for the kid to reply "Whatâ(TM)s a computer?"
Alan Turing would be turning in his grave :D
Do you know what you're saying? It's like saying the inventor of the bicycle would be turning in his grave because the driver of a modern drive-by-wire car asked what's a velocipede? The inventor of the bicycle, and Alan Turing would be absolutely blown away by our progress.
Trying t
Exactly the opposite of the 1984 ad ! (Score:5, Insightful)
The 1984 ad began with a black-and-white world of machines and metal, devoid of creativity, and ended with a living, colorful human smashing a screen with a giant hammer.
This 2024 ad begins with a colorful depiction of human creativity and ends with a giant hammer crushing everything into a black-and-white metal machine.
Over the past 40 years, has Apple lost its way?
Re:Exactly the opposite of the 1984 ad ! (Score:5, Insightful)
Over the past 40 years, has Apple lost its way?
Apple is like the quintessential baby boomer company. It started out all hippie cool in the 70s, promising to change the world with peace and love, and now it's become the monster it used to rage against. Yet it remains absolutely adamant that it's not, and that it's values haven't changed at all.
I'm sure that fate awaits me as well (a millennial) but seriously, the amount of cognitive dissonance among the boomers I know about how fucked the world got on their watch is astonishing.
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I truly hate Apple, but... (Score:5, Insightful)
I watched the video. First, it seemed pretty clear that no musical instruments - nor any other 'sacred cow' creative implements - were actually harmed in the process of making it.
Second, where has everyone's sense of humour and playfulness gone? Foaming-at-the-mouth outrage at a harmless fantasy? That's getting within shouting distance of issuing death threats over cartoons of Muhammad. Even if a few material objects had been destroyed - so what? Get some perspective!
I do have one criticism of Apple here - they backed down. Tim Cook, you faced down the dreaded headphone jack and killed it without flinching. Why has your courage failed you in the face of a bit of humourless disgruntled ranting? Or are you simply being selfless and defending those poor innocent profits? Not to be confused with "prophets"...
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Can you describe the playful part?
Cans of paint bursting, an Angry Bird getting crushed, and the squishy-ball-with-a-face almost escaping the press - they all seemed pretty playful to me.
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He look everybody, I found the one who doesn't understand symbolism.
Apple's message was clear in this Ad. Human creativity is obsolete. It was not an accident, and it was not unintentional.
I understand symbolism, and I hate our corporatocracy as much as you appear to. I even indulge my paranoia, probably more than I should - but I don't think Apple was trying to send a message about the end of human creativity. I think you're giving them too much credit.
This is an advert... (Score:2)
... For an advert.
Wow so new (Score:3)
https://images.app.goo.gl/UyhL... [app.goo.gl]
Kinda in the same spirit
Re: Wow so new (Score:2)
Where are they in the second picture?
Cant wait for next years ad (Score:2)
It's a better commercial played backwards (Score:2)
Usually you need to do that do get Satan's message, but in this case, I don't know what.
it was actually a good ad (Score:4, Informative)
Yeah there's a metaphor in there that can be taken negatively. There's also a metaphor in there that can be taken positively. Guess what? It's also art. Art makes no apologies. It offends and inspires. It looked great, it was funny, it made you think, and everyone is taking about it. Excellent ad.
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The only metaphor I got out of it is, "You have to destroy the past to make way for the new. It's not good enough to just leave old stuff alone!"
Given how DRM is being used to forcibly take things away from us so we have to buy the newest stuff whether we like it or not, I think this ad perfectly represents everything wrong with the current tech industry.
Smokeshow to Avoid a Lawsuit (Score:2)
Somebody else mentioned that LG made a very similar ad years ago. So, I think this is just a smokeshow by Apple to justify removing the series of ads because they realized that the idea was stolen from another company. It only marginally has to do with the backlash from creators, I think.
So its OK when musicians do it? (Score:2)
So it's OK when bands like The Who smash their instruments, but not when someone else does it? Hell, John Hiatt even wrote a song about smashing guitars.
Ah, but that's *art*
noting that convenience has value (Score:2)
Like seeing a fully stocked and equipped kitchen crushed into a vending machine.
But.. (Score:2)
At least it wasn't Dylan Mulvaney.
Ad Nauseum (Score:2)
Why should we care what nonsense Apple['s ad agency] puts in its ads?
AI trained on human material belongs to humanity (Score:2)
We need a legal policy that states that AI tools that were trained on "the sum of human knowledge" are themselves common property, and must be released as open-source.
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Iâ(TM)m a musician. Thereâ(TM)s absolutely nothing wrong with this ad.
Nothing wrong with it that a reverse ad wouldn't fix.
Fade in, interior, recycling center.
[center]WORKER[/center]
So what are we doing with these iPads, again?
[center]FOREMAN[/center]
We're crushing them and turning them into musical instruments for schoolchildren.
[center]WORKER[/center]
But don't they contain heavy metals that are poisonous?
[center]FOREMAN (shrugging)[/center]
I-uh-nuh.
[align=right]CUT TO:[/align]
Close-up on the machine as it crushes a few hundred iPad and iPhone devices.
[align=right]SLOW D
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Why do they crave to people without basic logic foundation operating on a premise "my interpretion of the ad is 'the' interpretation everyone should use"?
Yo *do* understand how ads are supposed to work, right? If a good chunk of the audience finds an advertisement off-putting, that's bad advertisement.
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Because the "my perception is the perception everyone MUST have" basically IS their customer base.
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Like...Apple is really apologizing for this?
Kinda. It's a corporate apology use of "sorry". The exact quote is: “We missed the mark with this video, and we’re sorry."
"I'm sorry" can mean a lot of different things. For some people it is about blame or responsibility. For some people it is about an apology. For some it is about regret without those elements. For some it is part of a request to diffuse responsibility for an abstract error, like "I'm sorry, I couldn't hear you clearly, will you repeat that?" For some it is about improving t
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> It was mid. Move on.
"It was mild. Move on."
TFTFY
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The difference is that OK Go is selling you their creativity, they're not trying to sell you that you are in some way becoming creative by something they give you.