Introduction:
Apple’s latest iPad ad, featuring the destruction of various creative tools, has sparked controversy among creatives. While some argue that all press is good press, others believe that this ad could cost Apple the business of AI-weary creatives. This article explores the potential impact of the ad and its timing on Apple’s reputation and customer base.
The Power of Hated Ads:
Advertisements that are disliked by viewers can still be effective in grabbing their attention. The author recalls a childhood experience with burger ads that disgusted many viewers but still managed to leave a lasting impression. The underlying message here is that companies don’t necessarily have to respect their customers; they just need to entice them to spend their money.
The Value Proposition of the New iPad:
Despite the backlash, it’s possible that Apple will still attract customers to purchase the new iPad. The top-of-the-line model, when combined with accessories, amounts to a $3,000 package. However, the price doesn’t deter customers like the author’s colleague, who sees value in the iPad’s ability to tap into personal creativity. Apple understands that appealing to customers’ desire for creative expression can make them more willing to invest in their products.
Analyzing the “Crush” Ad:
The author encourages readers to watch the controversial “Crush” ad again and consider their feelings towards the destroyed items. Does it evoke hostility or satisfaction? The ad’s message seems to be backfiring, as many viewers are expressing their distaste for the destruction of symbols of creativity, joy, and playfulness.
The Timing of the Ad:
Apple’s decision to release this ad couldn’t have come at a worse time. The company is currently making strides in AI technology, pleasing Wall Street and investors. The CEO, Tim Cook, has emphasized Apple’s belief in the transformative power of AI and its advantages in this domain. However, the “Crush” ad seems to contradict this message and may be causing confusion among the public.
Apple’s Evolution into an AI Company:
Apple’s recent efforts in AI are evident in its product presentations, with an increased usage of the term “AI.” Tools like Photomator and Final Cut Pro now incorporate AI enhancements. This strategic shift positions Apple as an AI company, and the “Crush” ad unintentionally highlights this new reality. The public is slowly coming to terms with this eerie development.
The Terminator’s Lesson:
Drawing a parallel with the movie “The Terminator,” the author notes that the film portrays humanity’s triumph over artificial intelligence. In the end, the machine is destroyed, satisfying the audience’s desire for creative destruction. The author suggests that technology companies should consider this desire when creating advertisements and developing AI products.
Conclusion:
Apple’s latest iPad ad has generated mixed reactions, with some viewing it as a misstep that could alienate creative customers. The timing of the ad, coinciding with Apple’s pivot towards AI, has complicated the company’s messaging. However, Apple’s ability to tap into customers’ desire for creativity and personal expression may still attract buyers despite the backlash. Technology companies should learn from “The Terminator” and understand the importance of addressing customers’ desire for creative destruction.