Apple recently issued an apology for a controversial ad it released during its Let Loose event, which featured the new iPad Pro. The ad, titled “Crush!”, depicted a giant hydraulic press slowly crushing various tools and equipment used for creative pursuits. However, the ad received widespread criticism for its tone-deafness and perceived insensitivity towards creatives whose jobs are being threatened by generative AI.
Apple’s VP of marketing communications, Tor Myhren, acknowledged the misstep and stated that creativity is central to Apple’s DNA, emphasizing their commitment to designing products that empower creatives worldwide. The company admitted that the ad missed the mark and apologized for any offense caused.
The minute-long ad showcased the destruction of an upright piano, paints, a trombone, an arcade machine, cameras, and a dressmaker’s mannequin, among other items. The hydraulic press then lifted to reveal the new iPad Pro, emphasizing its power and thinness. However, instead of conveying the intended message that the iPad Pro can perform the tasks that the destroyed tools could, the ad left viewers with a sense of dystopia.
The ad drew criticism for its perceived callousness and soul-crushing nature. Many viewers expressed their disappointment in seeing Apple, a trillion-dollar tech company, symbolically destroy symbols of human creativity only to replace them with a single gadget. Some even suggested that the ad would have been more effective if played in reverse.
What made Apple’s ad particularly distasteful was the current threat posed by generative AI to artists and creatives. With companies increasingly replacing human artists with AI technology, the act of symbolically obliterating human creativity and expression struck a nerve with many.
To make matters worse, some viewers unfavorably compared “Crush!” to Apple’s iconic “1984” ad directed by Ridley Scott. The “1984” ad portrayed Apple as a beacon of hope and originality in a world dominated by conformity and oppression. In contrast, “Crush!” inadvertently positioned Apple as an oppressor destroying the very creativity and color it once championed.
Interestingly, this is not the first time a tech company has attempted to sell a product through the destruction of beloved objects. Social media users resurfaced a similar ad by LG in 2008 for the KC910 Renoir smartphone, which featured the destruction of cameras, musical instruments, and speakers.
Overall, Apple’s apology highlights the importance of understanding and respecting the concerns of creatives in an era of advancing technology. While the intention may have been to showcase the capabilities of the new iPad Pro, the ad missed the mark and inadvertently alienated its target audience. Moving forward, it is crucial for tech companies to approach their marketing campaigns with sensitivity and empathy towards the ever-evolving creative landscape.