Apple's latest ad has sparked viewer controversy by depicting a tower of creative tools crushed into the iPad.
While Apple is known for its clever and well-produced ads, this one missed the mark for many, prompting a negative and somewhat visceral reaction.
Apple's Latest iPad Commercial
People online are expressing strong opinions about Apple's latest iPad commercial, saying the company may have missed the mark with this one.
However, credit must be given where it's due: the commercial showcasing the new iPad Pro is undeniably impressive.
In the commercial, a big metal press like the one crushing Skittles on TikTok comes down on various artistic things.
As the metal plate imposes, it smashes musical instruments and breaks classic sculptures. Tubes of paint burst open, releasing a vibrant cascade of color across Apple's meticulously crafted tableau of creativity.
Ultimately, the hydraulic press achieves its objective, flattening this symbolic representation of the entirety of human creativity under the weight of Apple's relentless innovation.
As the press lifts, all the artistic stuff disappears, and what's left is Apple's new, stylish iPad Pro.
The issue isn't simply the act of watching items being crushed. Numerous online channels are dedicated to destroying everyday objects, and such occurrences are common at transfer stations and recycling centers.
Additionally, the value of crushed items is not the primary concern. While items like pianos may hold some value, many objects depicted are perceived as disposable or easily replaceable.
The problem lies not with the quality of the video itself but with the underlying message conveyed by the ad.
Missing the Memo
The advertisement's main message is that the new iPad can accomplish all the tasks demonstrated. However, many people perceive the ad as disregarding the value of tangible items being crushed, such as pianos and paint, to prioritize promoting the latest technology.
Apple's strategy involves destroying physical objects to persuade consumers that they don't require them. Instead, the company promotes its device as a versatile alternative that replaces strings, keys, buttons, brushes, and mixing stations.
The shift towards digital and always-online media has brought positive and negative impacts. While technology has empowered many aspects of our lives, digital transformation can also feel imposed and detrimental.
It represents a vision of the future endorsed by wealthy tech elites, where every child has an AI companion and learns to play virtual instruments on a touchscreen.
Apple appears to have overlooked that the real-world objects it destroyed lend value to their digital counterparts. The ad suggests a future without physical items like paint bottles, dials, sculptures, musical instruments, and paper books, echoing the future Apple has been promoting for years.
The last time Apple used this approach, the entertainment industry wasn't embroiled in debates about AI threatening jobs. Hollywood writers and actors weren't fighting to protect their roles, and game studios hadn't yet laid off thousands of workers.
AI-generated musicians weren't causing uproar among record labels and artists on platforms like YouTube and TikTok.
Concerns about AI automation taking over traditional human jobs weren't as prominent back then as today. However, the conversation about computers and automation has shifted recently, and Apple seems to have missed the memo.
