New Apple devices, including the iPad Pro, premiered on Tuesday. On this occasion, the company from Cupertino launched a promotional campaign, part of which is a quite original advertisement. The clip, which was published on the official profile of Apple CEO Tim Cook, aroused – to put it mildly – some controversy.
The one-minute recording presents a number of musical instruments, devices and other objects that we associate with art, entertainment and broadly understood creativity. Here we see, among others: a piano, a record player, a metronome, a video game machine, a sculpture, paints, a trumpet and a guitar amplifier.
Apple surprises with a new advertisement. A giant hydraulic press
All these objects are placed under a giant hydraulic press, which at some point falls on them, starting the work of destruction. Once they are pressed together, we see the new iPad Pro. The advertisement is accompanied by a song by the American duo Sonny & Cher with the telling name “All I Ever Need Is You”.
The message the creators were aiming for seems quite simple: Apple gives us a device that can replace all other tools of human creativity. After all, we can use iPad Pro to create music, paint pictures, program games or write books. Additionally, the Cupertino-based company takes advantage of the popularity of videos featuring hydraulic presses on the Internet. You can find hundreds of videos on YouTube of the device crushing various objects. They often have millions of views.
Apple’s ad is controversial. “Crushing symbols of human creativity”
However, not everyone liked the new Apple ad. In fact, there were thousands of comments under Cook’s entry, the vast majority of which were negative about the clip.
The indiscriminate destruction of creative tools is quite interesting symbolism
– wrote Kiaran Ritchie, animator and programmer at Epic Games studio.
Forty years ago, Apple released its ‘1984’ ad, which was a bold statement against a dystopian future. Now you are this dystopian future yourself. Congratulations
– said writer Yuval Kordov. “This ad effectively convinced me that I need less technology in my life,” wrote one of the users of the website X (formerly Twitter).
Crushing symbols of human creativity and cultural achievement as an attempt to get closer to professional creators, not bad. Maybe in the case of the next Apple Watch Pro, it would be worth destroying sports equipment, showing a robot running faster than a human, and then turning to the camera and saying: ‘God is dead and we killed him.’
– noted another user.
Tytus Hołdys, a music journalist and son of the co-founder of the Perfect group, Zbigniew Hołdys, did not mince his words. “This is probably the most idiotic Apple ad in history,” he wrote on X. He was also echoed by Artur Kurasiński, an entrepreneur and popularizer of new technologies.
This is an ad that perfectly shows what a sick and out of touch corporation Apple has become
– he said.
This ad perfectly captures the idea that technology is killing everything we ever found joy in. And then presents it as a good thing. I haven’t seen such a strong reaction to an advertising clip in a long time
– summed up Katie Deighton, journalist of “The Wall Street Journal”.
It is worth noting, however, that not everyone is so critical of Apple’s advertising. Some people believe that we should not draw too hasty conclusions from it.
It’s about a relatively simple message => you’ll find all this in one device. I think it would be much worse to create a group of people standing there, burning a piano, breaking a trumpet, pouring paints, etc., with the slogan: ‘You don’t need this anymore, you have an iPad’
– said one of the X users.
The message of the advertisement is simple: we have “crammed” all the creative items into the thinnest iPad on the market. There is no point in looking for the bottom line
– added another.
So far, Apple has not responded to the comments regarding the published advertisement. This clip is still available on Tim Cook’s profile. At the time this article was created, it had already had as many as 42 million views and only 24,000 likes.
Source: Gazeta
Mabel is a talented author and journalist with a passion for all things technology. As an experienced writer for the 247 News Agency, she has established a reputation for her in-depth reporting and expert analysis on the latest developments in the tech industry.
