Why is this Apple iPad ad so hated?

This ad on the new iPad Pro brought in the most backlash I've seen against Apple in a long, long time... and I'm not so sure it's all justified. Let's talk about it!
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Original 'Crush!' ad by Apple - • Crush! | iPad Pro | Apple
Music:
pastebin.com/PZGM4nme

[@91Tech]

I've not seen such a huge amount of backlash towards Apple in a long time... and is it justified? --Personally, I really don't think to this extent, no, even if it is insensitive on Apple's part. But that's just my opinion. What do you think? This is an interesting discussion and I'd love to hear everyone's thoughts!

[@megatronskneecap]

It's not tonedeaf but it's insensitive. People are asking well why didn't LG's 2008 ad get as much backlash and it's mainly because there wasn't a looming preposition of Artificial Intelligence taking over industries 16 years ago. It's also quite funny to see Apple's marketing department come up with stuff like this as there jobs will probably be the first to go as well. None actually knows if it was GCI or not but knowing Apple it was probably real and all of the stuff that was just randomly crushed for no reason and thrown away after is also getting on a lot of peoples nerves. My personal opinion it's a cool ad but made at an extremely poor point in history.

[@91Tech]

@@megatronskneecap I agree with all of this- insensitive is also a better word, I'll edit my comment. But, fully agree, just atrocious timing on Apple's part and someone higher up really should've seen this coming lol

[@megatronskneecap]

@@91Tech 💯

[@anub3207]

As someone who plays an insturment, I got mad at this add because it is destroying things that represent art and culture. In the case of musical instruments, there is a beauty to musicians and non-electronic music that is becoming less popular as digitally made music is more common. Instruments are being crushed that have been developed over centuries, being replaced with a "soulless" slab. I would have been equally as mad with the LG ad if I had seen it at the time, and it isn't exclusive to apple. There is also just the element of wasting perfectly good supplies that could have been used for a better purpose gone to marketing a product that is already a waste of money. That's just my opinion though.

[@TumpalManurung]

​@91Tech this is an ad/commercial. An ad is a persuasion. Persuasion employs pathos, ethos, logos. People have a problem with pathos here. You, from ethos/logos stand point said: meh. And I don't think this is a mistake or oversight. They know exactly the message that they want to convey.

[@ryanroche2442]

I just assumed the hydraulic press was to emphasize how thin the iPad is, especially given that this is the thinnest product they’ve ever released

[@91Tech]

Oh for sure, and I probably should have talked about that point as well. It's a great ad if you take away the context of people being really really angry

[@caliorbustarika3310]

I mean yeah, but they didn’t need to destroy tens of thousands of dollars of equipment.

[@tjadejoh]

@@caliorbustarika3310it’s probably just props and cgi bro..

[@P.L.808]

@@caliorbustarika3310it’s cgi

[@vladimircorsair]

they pressed all that tools to form the ipad which is replacing all of those. Idk why people are so pointy at stuff like this, i think its creative as the ipad itself

[@GarbanzoBeansFan]

the "😳" being crushed was funny ngl

[@aurra7756]

Reminded me of the floooosh meme

[@Bynax]

I cried when I saw that

[@lameroad1569]

So so good

[@WhatsItsName]

That was the most controversial part of the ad

[@dirgofserb]

People really need hobbies.

[@badboibubby1878]

We can’t- Apple crushed all the hobby tools, unfortunately.

[@TBpepe]

Otherwise these stupid brands will be doing whatever they want.. this backlash is satisfying

[@richardcampbell7255]

Exactly. Sad folks have been conned into wasting their time defending huge greedy corporations for free.

[@Tonabillity]

Don’t you get it? Whining IS their hobby 🤷🏾

[@zy2239]

@@TBpepehahahahahaha whatever they want ??? Wtf is wrong with this ad ???? They didn’t use nor destroy any items of collector level category and people are just overreacting to a “creative”…. Maybe bit unsettling ad 😂😂😂

[@neokumar6146]

I just assumed they were showing how you can play an instrument, draw using any creative tools, play any games... and combine all of the things they showed and do it as well as on the iPad Pro.

[@neogpt]

Pretty sure this was the intention. I also saw this as “all this crushed into this tiny device”

[@Tonabillity]

Worked perfectly for me 🤷🏾 Especially with the introduction of ZBrush! ❤️‍🔥

[@TheStephaneAdam]

@@neogpt Oh yeah and to be fair the ad is very well made. But look pal, instuments are expensive and have immense emotional value to a musician. It's as if Apple started the add by torturing a kitten, with a loving closeup to twist the knife. They lost the audience for this ad in the first second.

[@w32211]

@@neogptor crushing it to show all those stuff are not needed and are crushed because it’s all on the iPad

[@TechnoMinded-qp5in]

What killed me is what the kid said by saying what's a computer are you fucking serious the world has gone mad if Apple thinks this is how it's gonna work time to revert back to 2000s concept technology people wouldn't last a SECOND I dare you to prove me wrong.

[@SebastianD334]

Simply the entire ad in reverse is honestly quite cool: Starts off as just the iPad, and as it expands you realize how much it can do, it'd probably have another shot of the iPad in the hand at the very end, just like the original.

[@JustAbodz]

One ad hated, thousands of youtube/tiktok videos with millions of views and likes have alot of material/food wasting without any hate/problems.

[@sirwalkboy]

its not that deep. “all of these artistic passions, in one super-thin device” but no, people are so chronically online that they HAVE to find a reason to be offended nowadays. its incredibly pathetic behavior and apple shouldn’t have to apologize to them.

[@TheStephaneAdam]

That's the thing: people who hate this ad are NOT terminally online. They're people who value painting with actual paint and using actual musical instruments.

[@sirwalkboy]

@@TheStephaneAdam nah the only way anyone would be THIS heated over an ad is if their idea of what/what not to be offended by is shaped by the internet, because they spend so much time there and have nothing else better to do. i have friends in artistic fields and i doubt they're punching the air over this coz they arent terminally online enough lol.

[@TheStephaneAdam]

@@sirwalkboy I don't think you actually have musician friends. And yeah, for a guy who's not terminally online you sure feel a strong desire to tell people how much you don't care. ... In KZbin comments.

[@sirwalkboy]

@@TheStephaneAdam if you dont wanna believe that there are in fact musicians/artists who dont care enough to be angry at an ad then thats fine lol but quit thinking I'M chronically online for replying to you once when you already have 5 comments elsewhere lmao. dont even bother, please.

[@TheStephaneAdam]

@@sirwalkboy So you checked? LOL.

[@emdotrod]

I don't get the hate tbh. It's a creative expression and I think many manufacturers did the same kind of ad

[@Marngel]

I think it’s more related to the context of our current time. People have become more cynical about technology, particularly when it comes to how it’s being used to replace traditional methods of making art. So for Apple, one of the biggest tech companies in the world, to release an ad where they destroy instruments and tools that are cherished pieces of human culture and claiming they can all be replaced by a soulless, mass produced slab of glass and metal, of course people will be insulted by an ad like this

[@emdotrod]

@@Marngel Convergence is bringing controversy sure but in this era, more people are easily offended because of things

[@NoOne-im3cs]

@@Marngel its a tech company it wont promote "cherished pieces of human culture"

[@jay_dmp]

⁠​⁠​⁠@@NoOne-im3csofc it wont… but ofc it’ll promote how their product is possibly the best way to engage in your hobbies *efficiently* or smth💀

[@JasonBrock]

I wish I had some of the instruments the crushed. :/

[@user-te1hb4gh8n]

People are offended by pankake syrup .

[@spencerbair1137]

like literally, Aunt Jemima was the most stupid thing I've seen in a hot minute

[@bryanchin856]

Pineapple on Pizza

[@spencerbair1137]

@@bryanchin856 it belongs

[@PopRox]

@@spencerbair1137real

[@KawaiiCat2]

The space monster arcade machine being crushed really rubs me the wrong way. Not many of those exist anymore. And they destroyed it for an ad. But all the crushing of the other stuff looks really cool.

[@freetimesketchbook9485]

EXACTLY

[@callangb7652]

I damn hope it was a replica made entirely for the ad

[@meta5175]

As a musician: don’t put your mug on the piano! Knock on instruments: ouch ouch ouch!!!! Seeing Apple crush all that: soul leaves body

[@atscxyw61qupim7]

the backlash should be on the apple pencil compatibility (and the mess of fragmentation) or the new magic keyboard not compatible with previous ipads.

[@stevenXCV]

Bro really forgot about the iPhone 14 ad scandal. People were calling it racist because apparently, the song "Biggest" by Idris Elba sounded like the n-word 😂💀

[@neuromancer692]

Man some people really just need to get a life.

[@danbh84]

I think that was the Nazis attitude

[@neuromancer692]

@@danbh84 Bro what? 😭

[@danbh84]

@@neuromancer692 they used to burn books, and they never understood why it was a problem.. Apple crushing the human experience is not good, hence they had to apologise

[@JJW-fg1zp]

Yea the apple devs.

[@dominicus9891]

When they played it on the livestream, my immediate first thought was "oh, that's clever". I thought it was an apt way to show the thinness of the device. Even though I get why some people could be angered by it, I feel like they wouldn't if they were employed.

[@theoneandonii]

they have nothing else to do except hate on a cgi ad and its so dumb

[@Tonabillity]

@@theoneandonii it’s ridiculous

[@aruce9]

If anything it reminded me of that one pokemon blue advert with the bus driver who crushes a bunch of pokemon in a bus into a gameboy

[@purtnellus]

I’m surprised no one else is saying this, they were far before the LG ad

[@denisealbert2552]

I will not, in a million years, understand why the ad is hated. I dont see any problem with it.

[@Curlywhrly]

If you played an instrument seeing one of them be destroyed will hurt you so maybe you should start playing one

[@ctrl4969]

@@Curlywhrly wouldnt care even if i did play an instrument

[@TBpepe]

@@ctrl4969that’s why you don’t

[@rolf7135]

I can see why some people are upset by this ad, especially thinking on the long and boring Mother Earth segment in one of Apple's last events. I think it is dumb. I think people should be more angry about Apple making so unupgradeable desktop computers.

[@richardcampbell7255]

Start listen to others then. Lots of people have explained why they don’t like. Try reading them.

[@ldmun]

I watched the ad during the live event and thought it was a clever way to show how many stuff you can do with it. Istg people need to go outside more

[@crazywarp36]

NPC

[@PenguinShitling]

@@crazywarp36says you

[@RobHitch]

Saw the "Crush" ad. Thought it was clever, but was only showing what computers have been capable of for years. No big deal, as far as I'm concerned. 😎

[@TheKacper2001]

I personally think that’s the best apple commercial in recent years. I’m sick of those dumb TikTok like iPhone ads that seem to be made by 16 year olds. That iPad one is a nice throwback when apples’ ads were an art work and really inspiring to watch. It’s just a great ad and people shout shut up about it

[@Tonysopranoyafinook]

Todays generation would rather virtue signal than contextualize artistic meaning. Palestine is no longer effective outlet for the snowflake generation. New target: DERP APPLE DERP

[@defenestratorr]

I honestly can't tell if it is, but they could've just done it with CGI You say you're eco friendly and then proceed to destroy $50,000 worth of functioning equipment that isn't recyclable XD It is a really cute and cool ad though, definitely not forgettable. Just not executed the greatest

[@Queenalfa995]

Womp womp

[@notfamous649]

@@Queenalfa995 shut ur a up 5 year old.

[@IljaMuromec114]

Bro wdym you cant tell if its CGI ??? Of course it is, its physically impossible to have a hydraulic press like that. So what i got from this video is that people are stupid and dont know the rules of physics

[@deathdogg0]

People were not complaining when rock and metal bandls would go concert after concert, smashing guitar after guitar. This is the same thing. It looks cool--it's a waste but it looks cool. I'm a musician and I would totally crush a studio for fun. Why? Just because. People are annoying

[@stephan.mp4]

I like the Idea, but they could've rendered it. I mean it's APPLE they have the money and people to do a render instead of destroying the nice things.

[@jmanakajosh9354]

They didn’t render it?

[@Nickrixo]

It’s their paid-for equipment, they can do whatever they want with it

[@crazywarp36]

@@Nickrixo its still wasteful as heck

[@Nickrixo]

@@crazywarp36 womp womp

[@crazywarp36]

@@Nickrixo exactly

[@YerStewpid]

People really said the ad was “scary” 💀

[@Littlefish1239]

☠️

[@radicalfoodexaminers1971]

I like how they act like it's their stuff that there squishing 😂

[@Littlefish1239]

Fr

[@minepro2929]

Well, When I saw it for the first time, I was wondering why they were crushing cool stuff until the iPad appeared

[@JezzLundkvist]

I don't understand why people make big fuss about it. People need to stop take everything so serious... 🤦‍♂

[@danbh84]

Your ignorance is astounding

[@AndreVictorGoncalves]

This is crazy. Everything destroyed had a purpose and a reason to exist. Meanwhile the ipad is just a screen with a shine body. Apple never want to declutter anything. Otherwise they would a long time ago put touchscreen at their laptops.

[@bartekkakol1316]

@@AndreVictorGoncalves I cannot believe that nobody thought about this ad being a rendered 3D animation (or maybe I'm missing something). It's full of really hard shots that would need multiple cameras in all sorts of places at the same time (none of which you can see in the video) and timing the falling round emoji thing at the end to fall into an exact place in an exact time at an exact orientation relative to the camera set in place would be really tough if not impossible at first try. Also, there are no paint marks on the surface at the end.

[@AndreVictorGoncalves]

@@bartekkakol1316 That's not the point. The point is that Apple *supports* the destruction of creation tools. Apple *supports* the destruction of huge amount of work of people that came before us. It's really a sad ad.

[@michaelmangraviti6772]

I don’t get it man. I’m in advertising and I’d be CRAZY hyped if I came up with and produced this commercial.

[@shockwaveexp3465]

I get the overall message of everything shown as capable of being done all in a thin device. I think the ad just didn’t land well with some cultures that have deep appreciation of music and the arts. Many Japanese users were openly criticizing Apple and that’s rare considering Japan is their best performing market in terms of marketshare. I still don’t think the iPad is the “all-in-one” device Apple claims it is.

[@KnightSoulsG]

Reminded me of the Pokemon red blue trailer bus driver crush

[@radekr6267]

Careful, you’ll start the next controversy 🙄

[@alexis0a]

People are so stupid and get offended by anything

[@logan85394]

I know people always have to be mad at every thing on the internet especially on twitter.

[@moongate31]

That's "People ARE stupid..."

[@EclipseTheWoof]

This is what I hate about society, you can’t say one thing without being corrected or offending people. Like when did we get so soft in the past decade?

[@r_olawg]

@@EclipseTheWoof idk why you all think people are offended, it's just sad to see al that expensive studio equipment destroyed by a crusher.

[@mr.shplorb662]

You all sound like redditors

[@NinesNX]

Wait, Apple announced the next line of iPad?

[@chrideefer]

LOL… the event was not hyped enough. I agree.  did this who iPad launch really poorly.

[@crazywarp36]

@@chrideefer Meh only kids use ipads, and broke artists

[@theoneandonii]

@@crazywarp36and students, and teachers, and police, and so many other ADULTS and people from all walks of life 🤦

[@crazywarp36]

@@theoneandonii police dont use ipads, students only use them because they are forced to by schools, same with teachers.

[@crazywarp36]

@@theoneandonii Police officers just use laptops

[@Nick12_45]

huh I thought the point of the ad is to show how thin the ipad is and that it's the only thing that survived the press instead of them combining

[@chartreuse3686]

I did not like the ad because it felt tone deaf. Sure an iPad is great, but it is even more expensive than before, adds nothing we really wanted, presents itself as the answer for all our problems, and then was advertised by destroying vintage tech and items that hold more personal [soul if you will] value than that blank slab. Let's not forget the economic circumstances we're in as well. People see what was destroyed and they see authenticity and value, that is destroyed, and the replacement is a blank slab. Idk i think the dislike is warranted

[@christopherhidalgo6696]

Bro the iPads are the same price☠️ some are even cheaper than before

[@radekr6267]

Price is the same, if you didn’t want anything of what is new on it, don’t buy it, it’s what I’m doing! Don’t see how it’s trying to answer all your problems but if it isn’t, none of the things being squished here will either. You can still pick up any of the items destroyed at a store near you! I promise you an ad won’t prevent that.

[@davidpoloskey3225]

It’s very likely that most of the destruction was CGI, and the iPad 10 received a $100 price cut. Plus the Air remain the same price but with double the storage. The Pro technically did become more expensive in the US, but again it also doubled the storage from the previous.

[@davidpoloskey3225]

It’s very likely that most of the destruction was CGI, and the iPad 10 received a $100 price cut. Plus the Air remain the same price but with double the storage. The Pro technically did become more expensive in the US, but again it also doubled the storage from the previous.

[@tupanar4o]

Brother get a grip! Is just an iPad add. Just a stupid add. Stuff like that are destroyed constantly and have been for a lot of time. Not to mention the effects there a lot of the stuff there probably didn’t get destroyed in the first place.

[@dereka5310]

I think everybody in today's world just wants something to be mad or offended at. I hate it here

[@Hayden-jh8eh]

But it does not replace all these things, you can’t blow into an iPad and make the sound of a trumpet

[@Markandpreston]

GarageBand i guess?

[@crazywarp36]

@@Markandpreston yeah but professional arts dont use that

[@Hayden-jh8eh]

@@Markandpreston So you physically blow into GarageBand and the sound of a trumpet comes out? You are missing the point “GarageBand” does not replace what a professional artist can create through actual physical skill

[@Markandpreston]

@@crazywarp36Logic pro

[@lblprods]

I completely agree. I never got the feeling that the ad was trying to portray anything negative towards physical media. It felt like it was embracing it or thanking it for its purpose. This ad made me feel that Apple was honored that they could fit such brilliant pieces of tech into such a thin and compact form. It proves that tech, whether old or new, can still hold such an important value within the upcoming future. I’m glad Apple took the risk, and it resulted into them creating such a fantastic art piece. But hey, that’s just my opinion…

[@squiddu]

i wouldn't say "honored"-they're a big soulless company just trying to show off the power. i get where people are coming from, but to be so mad at this is a bit ridiculous.

[@AndreVictorGoncalves]

it is just sad that people act like big companies have any soul or something. They just want your money, and you are falling for it.

[@TinyBearTim]

I don’t understand how people could be upset about this

[@mr.stargazer9835]

The clear push to destroy the experiential for the efficient reflected in one commercial

[@TinyBearTim]

@@mr.stargazer9835 that doesn’t make any sense

[@mr.stargazer9835]

@TinyBearTim much of human life is about the physical experience of getting to the thing not just the end itself. For example, a paper book had a quality beyond its words which an iPad fails to manifest. A paper book is only itself and carries with you as you age. The iPad is many things and will be replaced.

[@TinyBearTim]

@@mr.stargazer9835 and your reading too much in to things

[@mr.stargazer9835]

@TinyBearTim I'm explaining the reaction. Frankly I never liked apple so I have no emotion attached to it.

[@P.L.808]

I loved it. Everything squashed into an iPad. I just thought it was embracing all tools we have or not because too expensive and for us to use. I think many focus on the “destroying” part which I don’t think it’s the main message here

[@crazywarp36]

bot

[@Littlefish1239]

@@crazywarp36no he isn’t

[@Planetaxofc]

​@@crazywarp36you're the bot

[@daniebello]

it’s all a bit overblown

[@arbaux]

it's funny how americans find anything controversial and makes it hot topic and most important news all over the country while europe had eurovision where one of the contestants was thrown away for unlawful judgments

[@JimothiesMemeShack]

Well yea we’re not european. So uh we dont really know/watch/care about Eurovision.

[@R4Y4N288]

If samsung did the same thing no one would care. Those who hate it just want to make apple look bad, We respect Samsung and they should do the same.

[@tonytins]

As an artist, my reaction was pretty much, "WTF was that?" I wasn't outraged to the extent that the media is trying to push, but I wasn't exactly thrilled ether. The whole iPad event itself was pretty lackluster, to say the least. Ironically, there wasn't much in the way of them promoting their creative software or, I dunno, some mention of their journal app coming to the iPad. Which does no favor for that ad. Correction: There was a segment about Final Cut and Logic Pro, about 20 minutes in, after the questionable ad. This was a very poorly edited event.

[@techie_reviews]

How are you offended over an ad, you seriously need to revaluate yourself 😭

[@tonytins]

@@techie_reviews You're a reviewer telling me not to be critical?

[@GabrielIwasaki]

Musician here. I felt the same way. This iPad is supposed to be aim at PRO users, people who work with it. To just show artistic objects (in my case musical instruments) being destroyed directly alienates it’s audience.

[@coffin_man]

furry detected, opinion rejected

[@techie_reviews]

@@tonytins My channel hasn’t been active in 3 years btw gtfo furry

[@yoshikinanami7434]

What I’m personally more mad about is the fact that the iPad Pro still only has one port. For a “pro” device it really should have an sd card slot. A second usb c port would be nice as well.

[@visionpersistance]

Er… Final Cut and Logic Pro are coming to this device.

[@crazywarp36]

its apple

[@crazywarp36]

@@visionpersistance I bet the kids and broke artists will love that

[@milanthomas537]

This reminds me of the Pokemon commercial in which the Pokemon were in a bus and crushed. And all that was left was a gb cartridge

[@BasicType]

At first I literally had no idea why people were mad at this. Thanks for explaining.

[@iblackfeathers]

they could do a people version of this ad where they put notable characters from past ads into this hydraulic press… like the itunes silhouette dancers with the wired headphones, the “i’m a mac” ad, and the “what’s a computer?”. once flattened, it turns into sandwich… i mean the new ipad pro with a.i. smartness of the humans it synthesized its intelligence from. 👍 then the a.i. ipad pro is questioning what it is since it does not know what a computer is, or whether it is a mac or pc but has an urge to dance without any sense of rhtyhm.

[@sorafromgenshin]

I guess the journalists just wanna get read 😂

[@darkmyro]

Honestly I think the issue is how they personified a lot of the items here. You have the angry bird, the little space chicken, the emojis, the game that says game over as it gets crushed. Yeah the other one crushed things, but they didn't have a face. You also have the image of the eyes popping out on the emoji and there're a lot of little sad moments that or at least moments that can be taken as sad that it comes off tone deaf.

[@MauFalcon]

The most egregious thing about the ad is the fact that there’s no calculator being pressed 😂

[@m.hreels9822]

I think it's the most ridiculous thing ever! 😂 People need to find better hobbies

[@CaptainLamb6]

It reminds me of that old Pokémon ad where they all get on the bus, and a hydraulic press squished them all, leaving with just a gameboy.

[@Max-ts5mw]

People are really THAT sensitive now that they're pressed (pun not intended) about an iPad advert 😭

[@danbh84]

Fool

[@crazywarp36]

Use your brain

[@cidsx]

It was so obvious that they were just trying to say that they managed to compress countless different things into one tiny slab that could do so many things. It was a fantastic commercial.

[@GabrielSykes]

The mementos depths music made me do a double take lmao. Also kinda fits the theme in a weird way.

[@_-Someone-_]

I think people always come up with a thing to hate on. When i saw the add for the first time, I see it as art being put in this thin device that has power.

[@wackyp]

No one talks about good commercials. The bad ones are almost smart marketing. I’m sure they won’t sell any less iPads because of it.

[@BassRockArchives]

people need to chill TF out. It’s just an ad. 🙄

[@lapiswolf2780]

I recently watched the Michael Knowles video about this and he and some of the comments called it dystopian with human culture being destroyed and replaced with this object. It was even compared to Big Brother (1984) crushing the human spirit for uniformity and control(not exact words, I added the last half, but Big Brother was mentioned).

[@matthewkrenzler1171]

Thankfully, this trailer never came onto our TV stations when promoting this model in Australia.

[@matthewkrenzler1171]

And let’s face it, a hope it’ll never come back anyway.

[@kittypurry9237]

It was to emphasize all that stuff that was on the hydraulic press was all squished down into that thin iPad.

[@seiji_senpai]

isnt it to show how they made a thin device even thinner? like hey guys all this stuff you do we stuffed it in a thin device, like bro the Author writes "the curtains are blue" because the curtain is mfkn blue, stop reading too much into it

[@8BitByte_]

I LOVE this ad. I’ve probably watched it a dozen times already. Very satisfying, very memorable, and sends the message that the iPad can do all the things they crushed. I literally see not downside to this. Also from a film student’s perspective, the camera angles and editing was really impressive. Even the sound design was tasteful and creative. I’m still wondering how they got the last shot of the emoji ball so perfectly timed! Surely that couldn’t have been a happy accident right?

[@goncalojaneiro4657]

you just summed up my thoughts on this ad. thank you!

[@NeoEsLatino]

Bro it’s js a ad what’s the point of saying “they’re ruing the human experience” it’s js a ad 🙄

[@bigfisher42]

There is something macabre and it goes for way too long for it to not be noticed. It can also be read as the doom of art in general. They missed the mark really.

[@Seacle14]

First video watching on this channel. Is there always so much Persona 5 Music?

[@HorizonMakes]

I personally really hate this ad even before I heard it was controversial not due to the crushing of art or anything like that but purely because of the waste. Destroying all these things for no reason just rubbed me the wrong way, especially coming from Apple which is a company that's actively fighting any attempt to reduce waste from planned obsolescence.

[@Thron2111]

I think it was a great ad. Got its point across and was interesting to watch. And it reminded me of other hydraulic videos but with a higher budget. I hope Apple does not apologize. They should think about their roots. Think different.

[@brandonmoreo]

There wasn’t nothing wrong with it all they were saying is the iPad can do all these things in the smallest form factor they have ever made

[@kyronrc]

When i saw the ad i thought wow! Thats some great advertisement. I dont get the hate at all!

[@ien2023]

Apple ad either cringe or hated. It's like their marketing department missed the memo.

[@Littlefish1239]

Nah it’s just annoying people looking for something to hate on or get offended about

[@Littlefish1239]

More than half of the hated ads don’t deserve hate at all

[@mateuszdrab]

Weird, I watched this ad and just don't like it - maybe because I'm already slightly prejudiced against the new iPad because no matter how fast the hardware is the software is it's biggest bottleneck.

[@leonardothomax]

I think that this ad was so creative and simple at the same time! Not the most original piece of adversiting but, tells what Apple wants to say: "Everything could be crushed into a very tiny device"!

[@lucaswalters2181]

I was watching the event as it streamed and I didn’t really like the ad. I didn’t get pissed off, but I saw it and thought “yeah people aren’t gonna like that”. Like you said in the video, it just rubbed me the wrong way. Sure it was cinematically well done, but also like you said, destroying those symbols of human creativity (especially the instruments; I’m a musician) and replacing it with a slab of metal just made me grimace. I don’t think it’s a legendarily bad ad, but I’m glad they’re not gonna be pushing that on TV or anything.

[@leighsummers1382]

Whole point of the ad is Apple saying everything on the press is something the iPad can do. Paint / watch shows / emojis / make music aka garage band pretty much they saying the iPad can do all that but in 1 device. Not sure why some people didn’t get the intention. I liked the ad it actually makes me want a iPad now.

[@siloPIRATE]

Me watching the event when they got to the ad: I hope they didn’t do that for real *Continues to watch and forgets about it for days, instead focusing on what the event was about* KZbin: everyone is mad about this ad First I’m hearing of that

[@hunterwood6451]

I feel like there’s a lot more things in the world to worry about rather than an advertisement about a device

[@crazywarp36]

Thats why its getting backlash. Apple picked the worst time to make a ad like this

[@domdom-hh9tx]

what made people angry was bc of how "insulting" that was to the complexity of art being reduced to a mere sheet of glass other than that, the ad was great, i didnt feel enraged bc it didnt hurt me in any way

[@RomanBlbec]

What if this was their idea? To make really hated ad and have even bigger ad for the iPad!

[@Daa253]

Isn't it CGI?

[@Paradiiiice]

What if this ad was made my Apple's own AI that will be introduced during WWDC

[@richardcampbell7255]

Yet they showed the distraction in slow motion for maximum effect.

[@HopefulWriter14]

There has been such an interesting reaction to this commercial. While I can see and feel how much this doesn't really fit with the Apple ethos of creation and expansion, it is still a fantastic commercial. It easily and quickly gets across exactly what they want you to know, this thing that is so thin that it needs a hydraulic press to explain just how compacted this piece of glass and metal is. What i really love to think about is Apple has one of the best videography and PR departments in the entire world and i just know that this was contentious among their videography staff. I'm sure there was a hot debate about whether or not to reverse the press or have it coming down. I think they both serve and provide the same perspective that they want you to view to product from, but honestly it does feel like the reverse of the ad would fit Apple, specifically, better. Still love the ad though i don't feel like it gives off the same vibe of destruction that others have expressed about it.

[@Russia_Moscow_countryhuman]

I assumed it was just showing how much this iPad could do in a lot less space.

[@cadenchurchill4296]

I love the Mii Channel music 😂😄

[@AdamasOldblade]

Someone at work mentioned to me... "So what do you guys think of the iPad commercial controversy?" --- I looked confusingly at a co-worker and said, "there's controversy?" I literally work at Apple. I had no idea.

[@mightylotan]

Hate the needless destruction. Hate the technology-can-solve-everything attitude that makes all of these arts seem like an iPad can replace them all. Attack on the beauty of the arts.

[@crazywarp36]

agreed

[@svenstylesz]

Can't understand the controversy. But also it's just a iPad. Too expensive for what it is. Booth is not in my interests.

[@CryoiX]

Love that apple lies the thinnest product they made is the $20 microfiber cloth lol

[@fredr5664]

I loved this ad. What the hell is there to have backlash about.

[@tlsmack800]

Had Apple shown items being miniaturized instead of destroyed, they could have avoided all this backlash. I know nothing about marketing or advertising, but this one seems like a no-brainer.

[@ggotmoney2]

‘Why so serious” in my Joker voice 🤡

[@benji_tunez]

This was literally the funniest ad I ever seen in a long while

[@andrihusainsudra]

I'm an artist and that ad is really creative to represents all the new (or what features that an ipad user would use like how a digital artist illustrate with ipad) in a new thin form factor of 2024 ipad pro

[@crazywarp36]

The only people who use ipads are kids and artists who cant afford proper drawing tablets

[@EMPEdits_]

i wont lie, when seeing all that money wasted, things that I wont honestly buy if I had money and wasn't poor, I felt a little triggered it was very wasteful. The whole time I was like, please tell me this is just CGI.

[@kanrapheeratchakij804]

Apple should have made the ad in a factory with the stuff on a conveyor belt going towards a machine and the ipad coming out the back fr

[@TheStopwatchGod]

The ad was up for interpretation

[@Banner18MindTrip]

That Daschund rules player.