Apple makes rare apology for their new "Crush" ad after backlash
- Thread starter Wrexis
- Start date
This ad isn't offensive.
Comparing this issue to people losing their jobs is actually offensive.
Yeah I think maybe it's an issue of empathy. Like, these are hobbiest items removed from most people's day to day but if you crushed something that had emotional meaning to the person the message might be more understandable? Like I dunno, a custom gaming PC, a console, a car, favorite action figures, something the person treated delicately and with attachment and then see it getting slowly and callously destroyed.
Then again, maybe some people just never connect with their possessions at that level. Guess it might be harder when it's not something used to make something.
Agreed, I was more of a dickhead than I ever want to be on the last page too. My opinions are still what they are, but I got rude and that's not cool. My bad!
And this is another one out of the downplayer playbook.
"How dare you draw a line between these two issues that are obviously connected for those concerned?"
Appreciated. I'll also apologize for my rudeness.
The people whose jobs are on the line make up a significant portion of the ones who didn't like the ad.
Thanks guys, I got too heated too and a lot of people did, so I sort of understand being teed up and wanting to get a bit "internety." I also apologize and let's get back to more fun topics. Imma switch to steamed hams/aurora mode myself
Oh yes, the destruction of viable jobs for artists, totally irrelevant.
You definitely aren't alone there. Had to just stop talking about art with some people offline because the condescending apathy was too much.
Crazy ass interpretation, thankfully I'm not really losing my sleep like you.
I like how on the page of people taking a second to breathe and apologize, you came in to be dismissive.
This ad is the perfect mirror to where we are in 2024. Everything is a product and if you don't do better tomorrow than you did today, then why are you even? Get crushed. And oh, you dropped our apology, please carry it on your way out.
I hope they get even worse feedback post WWDC when the "AI" comes out. Shareholders versus creators: didn't even have a snowball's chance in hell.
I hope they get even worse feedback post WWDC when the "AI" comes out. Shareholders versus creators: didn't even have a snowball's chance in hell.
Ipads aren't taking jobs, AI is. I'm asking you to take that seriously instead of comparing it to a silly ad.
I couldn't even figure out what the "intended" message was until the very end. Awful ad, especially as an artist myself.
I have been taking that seriously. I'm telling you to not speak down to those who see a connection between a destructive attitude toward the humanities and the destruction of humanities-related jobs.
"This ad strikes me as tasteless because the imagery (admittedly unintentionally, but that's also an issue) symbolizes the existential concern a large number of people are facing right now."
"I don't know what the issue is, personally I don't care. Here's why you're an illiterate baby for disliking the thing that gleefully raises the spectre of your very real fears for the future."
"I don't know what the issue is, personally I don't care. Here's why you're an illiterate baby for disliking the thing that gleefully raises the spectre of your very real fears for the future."
Why do you assume that the other person is losing sleep?
Does it give you a higher ground to assume that the other side is mad or emotional, and that you are the rational tech expert that uses logic?
Why do you feel the need to "defend" a billion dolloar tech corporation that doesn't care abou you?
Frustrations were had, including on my end, but honestly glad to see it's cooling down a bit. Hard not to feel strongly about this stuff when all the guff going on in the world right now affects close friends so deeply and something comes along that seems emblematic of it all.
just watched for the first time. hard not to see the destruction as destruction. a simple redesign of the actual compactor or a different execution of the same idea would work better.
The comparison with the Pokemon ad is stupid frankly, you don't heard the crushing of the Pokémons's bones, part of their bodies flying around or their blood spilling off the bus, so you just feel their size being compacted to fit inside a Game Boy, not them being killed and remplaced by just data.
I'd rather lose sleep over working artists losing jobs and being steamrolled by AI and tech bros than whether Kendrick lifted some lyrics from some tweets.
But keep going off on caring about irrelevant shit I guess.
Have you tried reading the sentences in the original post around the embedded video? They contain helpful clues as to what some people didn't like about the advertisement. There's even a link to an entire article talking about it.
It's really not that deep. I didn't say no one found something offensive about the ad. I said I watched it and waited to see something that would trigger the responses I read in this thread and didn't see it.
I can see what the thought behind the ad was, but I thought it was very poorly executed and made me feel pretty bad watching it. You can convey "hey this thin tablet can do all those things" without having to actually physically destroy creative tools with a massive industrial press. Its the exact opposite of the 1984 ad.
In todays world, where human creativity gets outsourced to machines by money men and big tech, this ad echoes exactly that, and thus sends that message, and its shit. Its tone-deaf and the exact opposite message artist and creatives want to see, the exact audience they are trying to market their tablet to.
In todays world, where human creativity gets outsourced to machines by money men and big tech, this ad echoes exactly that, and thus sends that message, and its shit. Its tone-deaf and the exact opposite message artist and creatives want to see, the exact audience they are trying to market their tablet to.
Edit: apologies, I didn't actually see this had 13 pages to it already and that a lot has been discussed in-depth about the tone and delivery. I now I understand where those concerned are coming from, and can appreciate their time in providing those views.
I will keep my original post below but note that it is now in a different context of opinion to what I now see.
Such a weird rhetoric from many on the internet, but hey everyone has a right to opinion 🤷
I will keep my original post below but note that it is now in a different context of opinion to what I now see.
I cannot fathom how you would get AI taking over creativeness out of this ad? That has to be incredibly far reaching, because all the ad demonstrates is the content sandwiched into the iPad. Literally nothing about AI, about waste, really about anything else.
Such a weird rhetoric from many on the internet, but hey everyone has a right to opinion 🤷
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Put googly eyes on all the objects and play this Garbage over it instead:
youtu.be
www.youtube.com
www.youtube.com
Or his car commercials and other stuff from the same 00s period.
Garbage #1 Crush
HI ALL PLEASE I NEED YOUR HELP IF POSSIBLE, SUPPORT THIS CHANNELTO KEEP IT ALIVE, BY EITHER SPONSERING OR TIPPING THROUGH TH BELOW LINK, WOULD BE MUCH APPRE...
youtu.be
Most upscale object themed ads are (cars, phones, etc). Fincher sort of inadvertedly popularised the approach by using commercials and music videos as dry runs for the stuff he wanted to do in movies, which made the tech more available + the look more desirable. See the almost 100% CGI music video for Only in 2005:
Nine Inch Nails - Only (Dirty)(Official Video)
Music video by Nine Inch Nails performing Only. (C) 2005 Interscope Records#NineInchNails #Only #Vevo
www.youtube.com
Nine Inch Nails: Behind the scenes of the Only video
Behind the scenes of the "Only" video.Almost entirely CG music video by David Fincher. With a grueling schedule and little of the frontman's time, Digital Do...
www.youtube.com
Or his car commercials and other stuff from the same 00s period.
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And it's not just Apple, but the wider tech industry and it's impact on art and culture?
And as said before, it's not just western artist that have not had a positive view on it.
In Asia, Japan, Taiwan, China, which also has not had a positive view of the advertisement too.
Apple makes rare apology for their new "Crush" ad after backlash
Well, Japan pride itself on it's history of craftmanship 工芸, usually with a family and over 100 year of history of perfecting their specific craft(More famous are usually Doll, ceramic, metal etc), and it's not just Japan and China, there are also such crafting family all over asia. We also...
www.resetera.com
In japan, not just because of the historical view on artisan craftman that have 100 year of history.
But also the Mottainai in japan, although it has it's orirgin in buddhism, and the native shintosim os Tsukumogami(Beleiving that there are spirit in all object) it was brought to the modern area in Japan through the work of Women POC like Wangarĩ Maathai from Kenya and Marina Silva from Brazil.
Dismissing it as NOT DIRECTLY LITERAL, or how can you "see" something that many people have already explained, and Apple itself have apologized for is a very odd literal mechicanl look at art and culture, and how tech and men have push backed on minority and their involvment into art an d culture.
Apple themself saying they are focusing on AI?
Apple unveils 'outrageously powerful chip for AI' in latest iPads
Thank you kindly for the deep dive. As my edit said, I had not realised the extent to which this thread had gone to in explaining context. From my initial view in replying to that comment, it was striking that controversy could be had from something quite literal in compression of features to a small standard device like an iPad.And it's not just Apple, but the wider tech industry and it's impact on art and culture?
And as said before, it's not just western artist that have not had a positive view on it.
In Asia, Japan, Taiwan, China, which also has not had a positive view of the advertisement too.
Apple makes rare apology for their new "Crush" ad after backlash
Well, Japan pride itself on it's history of craftmanship 工芸, usually with a family and over 100 year of history of perfecting their specific craft(More famous are usually Doll, ceramic, metal etc), and it's not just Japan and China, there are also such crafting family all over asia. We also...
In japan, not just because of the historical view on artisan craftman that have 100 year of history.
But also the Mottainai in japan, although it has it's orirgin in buddhism, and the native shintosim os Tsukumogami(Beleiving that there are spirit in all object) it was brought to the modern area in Japan through the work of Women POC like Wangarĩ Maathai from Kenya and Marina Silva from Brazil.
Dismissing it as NOT DIRECTLY LITERAL, or how can you "see" something that many people have already explained, and Apple itself have apologized for is a very odd literal mechicanl look at art and culture, and how tech and men have push backed on minority and their involvment into art an d culture.
Apple themself saying they are focusing on AI?
Apple unveils 'outrageously powerful chip for AI' in latest iPads
Obviously, with context it's clear that the intent of the ad in a literal sense is swamped by the stigma of removing the rich history and culture of art and media.
Apple themself saying they are focusing on AI?
[/QUOTE]
The AI apple is talking about isn't image generative AI, at least they haven't talked about it if it is.
Apple unveils 'outrageously powerful chip for AI' in latest iPads
[/QUOTE]
The AI apple is talking about isn't image generative AI, at least they haven't talked about it if it is.
The AI apple is talking about isn't image generative AI, at least they haven't talked about it if it is.
This so much. That's how you know they barely read the thread before hitting reply with an average drive-by post and they're never coming back in here ever.
And it's not just Apple, but the wider tech industry and it's impact on art and culture?
And as said before, it's not just western artist that have not had a positive view on it.
In Asia, Japan, Taiwan, China, which also has not had a positive view of the advertisement too.
Apple makes rare apology for their new "Crush" ad after backlash
Well, Japan pride itself on it's history of craftmanship 工芸, usually with a family and over 100 year of history of perfecting their specific craft(More famous are usually Doll, ceramic, metal etc), and it's not just Japan and China, there are also such crafting family all over asia. We also...
In japan, not just because of the historical view on artisan craftman that have 100 year of history.
But also the Mottainai in japan, although it has it's orirgin in buddhism, and the native shintosim os Tsukumogami(Beleiving that there are spirit in all object) it was brought to the modern area in Japan through the work of Women POC like Wangarĩ Maathai from Kenya and Marina Silva from Brazil.
Dismissing it as NOT DIRECTLY LITERAL, or how can you "see" something that many people have already explained, and Apple itself have apologized for is a very odd literal mechicanl look at art and culture, and how tech and men have push backed on minority and their involvment into art an d culture.
Apple themself saying they are focusing on AI?
Apple unveils 'outrageously powerful chip for AI' in latest iPads
Thanks for the details, especially on the Japanese response to this ad.
It boggles my mind that some people dont understand why this ad is rubbing people the wrong way. There are so many ways they could have done this ad, but instead they chose to show beloved tools and instruments crushed slowly in a gleeful manner. The end of the ad is an emoji foam ball that whose eyes explode. Is that supposed to be inspiring?
Its terrible imagery all throughout.
The new siri this year is supposed to be powered by gen ai. Apple is nearing a deal with Open AI
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Ad would have been fine if it had come out 5 years ago, where it wouldn't have been the most accidentally blatant metaphor for what's happening in Silicon Valley right now.
I am a creative professional and when I saw the ad I really loved it. It's the only ad I've watched a few times, in a long time.
I was hoping for a making of… although I suspect most of it is CG.
Am I surprised that people wilfully misinterpret the intended meaning of something and try let everyone know that they are upset by something that ultimately makes no impact on the world beyond selling a product? No, I am not.
There are so many real things to get pissed off about, including other things that Apple has done. But no, this is the one everyone gets behind.
I was hoping for a making of… although I suspect most of it is CG.
Am I surprised that people wilfully misinterpret the intended meaning of something and try let everyone know that they are upset by something that ultimately makes no impact on the world beyond selling a product? No, I am not.
There are so many real things to get pissed off about, including other things that Apple has done. But no, this is the one everyone gets behind.
.....
Can you imagine that people can be "upset" about many thing?
And again, why do you feel the need to emphasize and create a fake situation that people that don't like the ad are "upset" or emotional unstable at a "little" thing? Why the need to make the scarecrow?
And why is it "very" hard for you to emphasize with other people that are not happy with the advertisement?
And this is not something that everyone is getting behind, and acting like you are the lone hero for not understanding, or "above" the "upset" people doesn't make you seem like a strong or creative person.
It just make you seem unable to emphasize with other, and want other to only get "upset" at thing that you deem important, a very selfish type of view point that you are sharing in public.
Am I surprised that people seem to conflate analyzing a perceived metaphor for "willfully misinterpreting?" No, I am not.
Obviously they didn't intend for the ad to be a commentary on what's happening to art/culture right now. That doesn't mean people can't look at the imagery and draw their own connections, which involve actual things that people are pissed off about.
Kind of crazy for a "creative professional" to be so literal, honestly.
I'm guessing Apple wanted to convey they're distilling or compressing all those cultural icons and art into a thin iPad. The problem is the ad spent nearly 60 seconds brutally destroying the cultural icons and art, not miniaturizing them. In a time where many artists and creatives feel under assault by commoditization and AI, that was the worst imagery to promote a new piece of tech that's supposedly aimed at creatives.
I wasn't personally "outraged" watching the ad. But I was very confused and did not make me interested in an iPad Pro whatsoever. Why would I want a device that brutally crushes our cultural history and art?
Spoiler for those that read the Third book of the 3 Body Problem series:
I wasn't personally "outraged" watching the ad. But I was very confused and did not make me interested in an iPad Pro whatsoever. Why would I want a device that brutally crushes our cultural history and art?
Spoiler for those that read the Third book of the 3 Body Problem series:
It reminded me of the 3D dimensional space collapsing into a 2D dimensional space. Nothing surivied the transition. So why would I want an iPad that is crushing our 3D dimensional cultural history and art in the same way?
W q
I need confirmation. :(
Put googly eyes on all the objects and play this Garbage over it instead:
Garbage #1 Crush
HI ALL PLEASE I NEED YOUR HELP IF POSSIBLE, SUPPORT THIS CHANNELTO KEEP IT ALIVE, BY EITHER SPONSERING OR TIPPING THROUGH TH BELOW LINK, WOULD BE MUCH APPRE...
Most upscale object themed ads are (cars, phones, etc). Fincher sort of inadvertedly popularised the approach by using commercials and music videos as dry runs for the stuff he wanted to do in movies, which made the tech more available + the look more desirable. See the almost 100% CGI music video for Only in 2005:
Nine Inch Nails - Only (Dirty)(Official Video)
Music video by Nine Inch Nails performing Only. (C) 2005 Interscope Records#NineInchNails #Only #VevoNine Inch Nails: Behind the scenes of the Only video
Behind the scenes of the "Only" video.Almost entirely CG music video by David Fincher. With a grueling schedule and little of the frontman's time, Digital Do...
Or his car commercials and other stuff from the same 00s period.
I need confirmation. :(
lol that would have been a way better add. space folding into each other and then end up being an iPad
