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!
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.
@@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
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.
@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.
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
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
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.
@@Tealtealrhahahahahaha 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 😂😂😂
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 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.
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.
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.
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
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
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.
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.
@@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.
@@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 RUclips comments.
@@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.
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.
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.
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
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.
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.
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.
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.
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.
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.
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
Just made a comment saying the same thing. lol. Pianists don’t freak out when they do the “piano falling off a crane” bit, guitarists don’t freak out when other musicians smash their guitars, this whole thing was manufactured outrage. Imagine if people got as angry at companies for actual crimes instead of ads
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…
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.
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 😂💀
@@freetimesketchbook9485 I’ve been waiting YEARS for Apple to finally SMASH ZBrush into the iPad!!❤️🔥 It’s a dream come TRUE 🥹 Anybody that doesn’t get the joke can SCREAM all they want 🤷🏾 Makes it even funnier! 😝😭💦
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
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
@@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
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.
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
@@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
I'm convinced people actively tried to misinterpret this ad, there's no wrapping my head around the idea that people genuinely believed Apple's intent was to destroy human inventions and replace them with a slab of metal and glass unless they've literally never seen an ad in their life, people are being stupid. Ironically, the people who are saying this is an F U to artists... are the ones trying to discredit and destroy someone else's artistic expression (this ad). What a world we live in!
isn't apple the one tech company that embraced creativity and personal expression back in the day? People just be trying to make things deeper than it it really is
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.
@@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.
@@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.
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.
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
No. 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.
I think part of the reason for the negativity is because of what Apple is pushing with vision pro. People are starting to wake up to the dystopian future possibility that Apple is pushing. Maybe that's part of the reason it's being viewed so negatively. All of a sudden they're not cute clever commercials anymore they are suggestions on how technology will replace humans. Apple was never really looked at like that before This is kind of new for them I guess. They were always a human experience first company and I think that the negativity around vision pro is bleeding into their other products now and this ad has poured gasoline on that fire. With that said I do think it is a great commercial.
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.
Look, let's be clear, that ad would have been fine five years ago. Problem is: context matters. And people are extremely DONE with corporate BS. In 2024 you've had decades of awful tech company anti-consumer practices and techbros boasting about how AI will replace all ceative human endeavors. And just treating artists like crap. So yeah. Apple fans and tech affectionados will vibe with the ad's intended message. The rest of us? We see a billion dollars company destroying everything like it always does.
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?
For me when i saw the ad, i thought that they wanted to say 'hey, see, all this stuffs can be inside this tiny and small product', you can have the world in your hands, you just need to learn to use it, is not about destroy the things, is about how everything can be hold and used by people hands with technology and how incredible it become, you have infinite possibilities for the same product
@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.
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.
Correct me if I'm wrong but, I believe the only reason that people hates the ad is because. Some people could've used the things they destroyed ykwim? The Piano, the guitar, all of the stuff people could've used those items. But that's just me :D
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.
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.
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.
Personally i dont think its a bad ad by a lot of means, its just that its...untasteful? Like you could slide with something like this back in 2010-2016 because it would be cool and revolutionary, but right now with all the AI bs going around, and ACTUALLY taking peoples jobs already, this just feels like a poke in the gut by Apple.
I don’t understand why are people mad. People don’t know what to do with their lifes and just criticize everything. The message isn’t to let everything behind, the real message is that everything is found in the new iPad and on a smaller size. Don’t tell me that I defend a huge company, I am just saying that there is some people out there that don’t deserve access to the internet.
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.
As soon as I seen it I knew people would be pissed. I am a photographer and seeing the lenses explode did hurt in some odd way. So I’m sure every other artist felt the same way. The shock value was there for sure I was looking for ways to tell if it was ai but you can tell it was real. I was wondering how many takes it took especially with the paint buckets there’s no way that went smooth the first shot. Overall it was tone deaf as you mentioned. They could have done a video of it all shrinking into a iPad or someone playing the instruments in real life and someone doing it on the iPad and it sounding the same or better would have been better portraying what you can do. All this showed is smash all your gear and use a iPad which no one does.
Do the same ad, except replace all artistic items with Christian ones (Bible, crucifix, etc.) and have it be an advert for an app that allows access to all interpretations of the Bible. The intention would be fine, but I promise you a good portion of the Christian community would be upset and I’d understand why.
It’s the image of destruction. Not just that - the destruction of all the things that we love to do as humans: paint, sing, write and create. The hydraulic press is slowly crushing these things, and in our minds it’s a scary echo of how technology is gradually taking over our lives - and maybe making us less human. All the pursuits, joys, pastimes, emotions, and memories contained in these objects have been compressed into oblivion - a shiny and thin OLED screen. The team responsible for this ad needs to go back to marketing school.
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.
Here's my opinion about the ad: "To be honest I can see their intention to show their product can do anything from painting to making music. If only there's another way to show that without crushing all those tools of creativity like piano or art supplies. Intentionally or not, that ad surely leave a very negative impression towards the iPad Pro and people wouldn't want to buy that product because of it."
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.
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.
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?
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.
Seems to me like people are becoming more conservative. Apple is very liberal. Years ago that ad would’ve been considered normal. Today people want to go back to the old ways. Preserve beauty. Crazy to think about how the culture is changing.
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"!
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* RUclips: everyone is mad about this ad First I’m hearing of that
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.
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
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.
Bro I’m not happy with this ad because they destroyed a perfectly working piano like bruh what the heck people could’ve used that. I hate it when things are destroyed for no reason
It's their money they can spend it however they want and no body has the right to judge or tell them how to spend it, what pains me is the amount of trash left they're f_ing the environment for something so unnecessary, they could've just used CGI or something less harming.
This ad is actually super creative. Combining all the objects under a hydraulic press into one squished thin iPad Pro, says that the iPad can do so much things, while being super thin. The ad is just hated because people can’t see and understand the deeper meaning that the ad conveys.
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).
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!
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.
@@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
@@91Tech 💯
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.
@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.
the "😳" being crushed was funny ngl
Reminded me of the floooosh meme
I cried when I saw that
So so good
That was the most controversial part of the ad
i cried after he died😭
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
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
I mean yeah, but they didn’t need to destroy tens of thousands of dollars of equipment.
@@caliorbustarika3310it’s probably just props and cgi bro..
@@caliorbustarika3310it’s cgi
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
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.
that's actually crazy
Coincidence? I think not.
would have been a lot lot LOT better in reverse
People really need hobbies.
We can’t- Apple crushed all the hobby tools, unfortunately.
Otherwise these stupid brands will be doing whatever they want.. this backlash is satisfying
Exactly. Sad folks have been conned into wasting their time defending huge greedy corporations for free.
Don’t you get it? Whining IS their hobby 🤷🏾
@@Tealtealrhahahahahaha 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 😂😂😂
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.
Pretty sure this was the intention. I also saw this as “all this crushed into this tiny device”
Worked perfectly for me 🤷🏾
Especially with the introduction of ZBrush! ❤️🔥
@@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.
@@neogptor crushing it to show all those stuff are not needed and are crushed because it’s all on the iPad
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.
One ad hated, thousands of youtube/tiktok videos with millions of views and likes have alot of material/food wasting without any hate/problems.
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.
EXACTLY
I damn hope it was a replica made entirely for the ad
@@TheobfoolI hope so too! Even so it’s such a shame!!!
the backlash should be on the apple pencil compatibility (and the mess of fragmentation) or the new magic keyboard not compatible with previous ipads.
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
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
I don't get the hate tbh. It's a creative expression and I think many manufacturers did the same kind of ad
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
@@Marngel Convergence is bringing controversy sure but in this era, more people are easily offended because of things
@@Marngel its a tech company it wont promote "cherished pieces of human culture"
@@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💀
I wish I had some of the instruments the crushed. :/
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.
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.
@@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.
@@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 RUclips comments.
@@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.
@@sirwalkboy So you checked? LOL.
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.
agreed
People are offended by pankake syrup .
like literally, Aunt Jemima was the most stupid thing I've seen in a hot minute
Pineapple on Pizza
@@BryGuyXCV it belongs
@@spencerbair1137real
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
I’m surprised no one else is saying this, they were far before the LG ad
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.
they have nothing else to do except hate on a cgi ad and its so dumb
@@theoneandonii it’s ridiculous
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. 😎
People really said the ad was “scary” 💀
☠️
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
Bro the iPads are the same price☠️ some are even cheaper than before
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.
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.
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.
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.
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.
How are you offended over an ad, you seriously need to revaluate yourself 😭
@@techie_reviews You're a reviewer telling me not to be critical?
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.
furry detected, opinion rejected
@@tonytins My channel hasn’t been active in 3 years btw gtfo furry
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
Just made a comment saying the same thing. lol. Pianists don’t freak out when they do the “piano falling off a crane” bit, guitarists don’t freak out when other musicians smash their guitars, this whole thing was manufactured outrage. Imagine if people got as angry at companies for actual crimes instead of ads
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…
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.
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.
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 😂💀
"Creatives" hating on one of Apple's most creative ad is fucking ironic. People need to touch some grass.
Well said.
Hateraid is real!
The irony is palatable 🧐
The big pigs over at apple Apple need better marketing instead of destroying a bunch of valuables and art supplies just because they can
@@freetimesketchbook9485 I’ve been waiting YEARS for Apple to finally SMASH ZBrush into the iPad!!❤️🔥
It’s a dream come TRUE 🥹
Anybody that doesn’t get the joke can SCREAM all they want 🤷🏾
Makes it even funnier! 😝😭💦
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
Womp womp
@@SophiaTheGrace shut ur a up 5 year old.
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
Man some people really just need to get a life.
I think that was the Nazis attitude
@@danbh84 Bro what? 😭
@@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
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.
They didn’t render it?
It’s their paid-for equipment, they can do whatever they want with it
@@Nickrixo its still wasteful as heck
@@Warp2090 womp womp
@@Nickrixo exactly
I will not, in a million years, understand why the ad is hated. I dont see any problem with it.
If you played an instrument seeing one of them be destroyed will hurt you so maybe you should start playing one
@@Curlywhrly wouldnt care even if i did play an instrument
@@ctrl4969that’s why you don’t
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.
Start listen to others then. Lots of people have explained why they don’t like. Try reading them.
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
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
Well yea we’re not european. So uh we dont really know/watch/care about Eurovision.
I like how they act like it's their stuff that there squishing 😂
Fr
But it does not replace all these things, you can’t blow into an iPad and make the sound of a trumpet
GarageBand i guess?
@@Markandpreston yeah but professional arts dont use that
@@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
@@Warp2090Logic pro
I'm convinced people actively tried to misinterpret this ad, there's no wrapping my head around the idea that people genuinely believed Apple's intent was to destroy human inventions and replace them with a slab of metal and glass unless they've literally never seen an ad in their life, people are being stupid.
Ironically, the people who are saying this is an F U to artists... are the ones trying to discredit and destroy someone else's artistic expression (this ad).
What a world we live in!
yes but counterpoint: apple bad
@@91Techi mean, they are. but so are most other major tech companies, so noone is unique for that
isn't apple the one tech company that embraced creativity and personal expression back in the day? People just be trying to make things deeper than it it really is
I don't understand why people make big fuss about it.
People need to stop take everything so serious... 🤦♂
Your ignorance is astounding
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.
@@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.
@@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.
Wait, Apple announced the next line of iPad?
LOL… the event was not hyped enough. I agree. did this who iPad launch really poorly.
@@chrideefer Meh only kids use ipads, and broke artists
@@Warp2090and students, and teachers, and police, and so many other ADULTS and people from all walks of life 🤦
@@theoneandonii police dont use ipads, students only use them because they are forced to by schools, same with teachers.
@@theoneandonii Police officers just use laptops
Well, When I saw it for the first time, I was wondering why they were crushing cool stuff until the iPad appeared
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.
At first I literally had no idea why people were mad at this. Thanks for explaining.
Symbolism is an integral part of marketing it is shocking apple was this stupid and didn’t understand that this ad could be taken in a negative light.
Which is precisely what I love about ART!!🙌🏾
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
bot
@@Warp2090no he isn’t
@@Warp2090you're the bot
All the ad was saying is, Declutter your life.
replace ur sovlful things with souless apple products
No. 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.
More like give big companies more control and remove freedom from your life
I think part of the reason for the negativity is because of what Apple is pushing with vision pro. People are starting to wake up to the dystopian future possibility that Apple is pushing. Maybe that's part of the reason it's being viewed so negatively. All of a sudden they're not cute clever commercials anymore they are suggestions on how technology will replace humans. Apple was never really looked at like that before This is kind of new for them I guess. They were always a human experience first company and I think that the negativity around vision pro is bleeding into their other products now and this ad has poured gasoline on that fire. With that said I do think it is a great commercial.
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.
I think everybody in today's world just wants something to be mad or offended at. I hate it here
Look, let's be clear, that ad would have been fine five years ago.
Problem is: context matters. And people are extremely DONE with corporate BS.
In 2024 you've had decades of awful tech company anti-consumer practices and techbros boasting about how AI will replace all ceative human endeavors. And just treating artists like crap.
So yeah. Apple fans and tech affectionados will vibe with the ad's intended message. The rest of us? We see a billion dollars company destroying everything like it always does.
AASEUB [spcl bmrk] (exactly)
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.
People are so stupid and get offended by anything
I know people always have to be mad at every thing on the internet especially on twitter.
That's "People ARE stupid..."
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?
@@EclipseTheWoof idk why you all think people are offended, it's just sad to see al that expensive studio equipment destroyed by a crusher.
You all sound like redditors
For me when i saw the ad, i thought that they wanted to say 'hey, see, all this stuffs can be inside this tiny and small product', you can have the world in your hands, you just need to learn to use it, is not about destroy the things, is about how everything can be hold and used by people hands with technology and how incredible it become, you have infinite possibilities for the same product
I don’t understand how people could be upset about this
The clear push to destroy the experiential for the efficient reflected in one commercial
@@mr.stargazer9835 that doesn’t make any sense
@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.
@@mr.stargazer9835 and your reading too much in to things
@TinyBearTim I'm explaining the reaction. Frankly I never liked apple so I have no emotion attached to it.
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.
Correct me if I'm wrong but, I believe the only reason that people hates the ad is because. Some people could've used the things they destroyed ykwim? The Piano, the guitar, all of the stuff people could've used those items. But that's just me :D
Reminded me of the Pokemon red blue trailer bus driver crush
Careful, you’ll start the next controversy 🙄
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.
Er… Final Cut and Logic Pro are coming to this device.
its apple
@@visionpersistance I bet the kids and broke artists will love that
Because people gets triggered by almost anything these days and everything is obviously a sensitive topic... iťs sad.
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.
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.
Personally i dont think its a bad ad by a lot of means, its just that its...untasteful? Like you could slide with something like this back in 2010-2016 because it would be cool and revolutionary, but right now with all the AI bs going around, and ACTUALLY taking peoples jobs already, this just feels like a poke in the gut by Apple.
I’m impressed with the production quality of this ad, but then I’m impressed with ANYTHING Apple creates!
I don’t understand why are people mad. People don’t know what to do with their lifes and just criticize everything.
The message isn’t to let everything behind, the real message is that everything is found in the new iPad and on a smaller size.
Don’t tell me that I defend a huge company, I am just saying that there is some people out there that don’t deserve access to the internet.
I guess the journalists just wanna get read 😂
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.
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.
The most egregious thing about the ad is the fact that there’s no calculator being pressed 😂
As soon as I seen it I knew people would be pissed. I am a photographer and seeing the lenses explode did hurt in some odd way. So I’m sure every other artist felt the same way. The shock value was there for sure I was looking for ways to tell if it was ai but you can tell it was real. I was wondering how many takes it took especially with the paint buckets there’s no way that went smooth the first shot. Overall it was tone deaf as you mentioned. They could have done a video of it all shrinking into a iPad or someone playing the instruments in real life and someone doing it on the iPad and it sounding the same or better would have been better portraying what you can do. All this showed is smash all your gear and use a iPad which no one does.
This exact same thing he’s been done before by other companies on similar objects for commercials and they never got any backlash.
Do the same ad, except replace all artistic items with Christian ones (Bible, crucifix, etc.) and have it be an advert for an app that allows access to all interpretations of the Bible. The intention would be fine, but I promise you a good portion of the Christian community would be upset and I’d understand why.
So you’re saying art is the religion of the artists
It’s the image of destruction. Not just that - the destruction of all the things that we love to do as humans: paint, sing, write and create. The hydraulic press is slowly crushing these things, and in our minds it’s a scary echo of how technology is gradually taking over our lives - and maybe making us less human. All the pursuits, joys, pastimes, emotions, and memories contained in these objects have been compressed into oblivion - a shiny and thin OLED screen. The team responsible for this ad needs to go back to marketing school.
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
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.
Here's my opinion about the ad:
"To be honest I can see their intention to show their product can do anything from painting to making music.
If only there's another way to show that without crushing all those tools of creativity like piano or art supplies.
Intentionally or not, that ad surely leave a very negative impression towards the iPad Pro and people wouldn't want to buy that product because of it."
Thankfully, this trailer never came onto our TV stations when promoting this model in Australia.
And let’s face it, a hope it’ll never come back anyway.
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.
it’s all a bit overblown
When I saw the ad I was thinking oh they crammed all that stuff into the tech to symbol how much it can do. They really should keep the add lol
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.
Put Tim Cook in along with all the rest of the crushables, and that will complete the ad.
I hated it. It solidified the message of "own nothing, rent everything."
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
NPC
@@Warp2090says you
It is crazy to me how people's response is to immediately defend the ad, even if it means nothing to them.
Bro this ad should mean nothing to anyone
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?
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
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.
I loved this ad. What the hell is there to have backlash about.
Seems to me like people are becoming more conservative. Apple is very liberal. Years ago that ad would’ve been considered normal. Today people want to go back to the old ways. Preserve beauty. Crazy to think about how the culture is changing.
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"!
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*
RUclips: everyone is mad about this ad
First I’m hearing of that
First impression: Apple made an anti-technology ad and accidentally put the wrong music on it
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.
I think it's the most ridiculous thing ever! 😂 People need to find better hobbies
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
I feel like there’s a lot more things in the world to worry about rather than an advertisement about a device
Thats why its getting backlash. Apple picked the worst time to make a ad like this
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.
Apple didn't need to apologise for this ad. It shows what the new iPad Pro can do.
Bro I’m not happy with this ad because they destroyed a perfectly working piano like bruh what the heck people could’ve used that. I hate it when things are destroyed for no reason
Exactly and those were some HIGH END record players
Short answer: The new iPad’s M4 chip featuring Artificial Intelligence will crush Human Technology.
People are 2 fuckn sensitive now a days grow tf up smh
I didn’t mind the ad at all. It was supposed to show how much they fit into the iPad into such a small size
It's their money they can spend it however they want and no body has the right to judge or tell them how to spend it, what pains me is the amount of trash left they're f_ing the environment for something so unnecessary, they could've just used CGI or something less harming.
This ad is actually super creative. Combining all the objects under a hydraulic press into one squished thin iPad Pro, says that the iPad can do so much things, while being super thin. The ad is just hated because people can’t see and understand the deeper meaning that the ad conveys.
Also historically, people fear creative genius that they cannot control 🧐
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).