Apple’s latest attempt to promote its new iPad Pro backfired in a big way. The ad featured a hydraulic press mercilessly crushing different creative tools – pianos, paints, TVs, cameras, and even books – all in the name of showcasing the new iPad’s capabilities.
The ad, titled “Crush!”, was supposed to be a metaphor for the immense creative power packed into the sleek new iPad. However, viewers saw something entirely different.
Celebrities like Hugh Grant weren’t impressed and in his own words called it “The destruction of the human experience. Courtesy of Silicon Valley.”
Many, particularly artists anxious about AI taking over their creativity, found the ad disturbing. Filmmaker Justine Bateman also voiced his concern, calling the ad “anti-art.” This was not the message Apple was hoping for.
Things got worse when social media piled on. Comments under Apple CEO Tim Cook’s post promoting the ad were brutal, with many calling the ad “distasteful” and vowing to boycott Apple products.
The internet wasn’t the only place Apple felt the heat. Japanese viewers, particularly sensitive to the concept of “tsukumogami” (tools that have acquired a kami or spirit), were deeply offended by the destruction of creative instruments.
Some commenters called it “arrogant” while others declared musicians value their instruments “more than life itself.”
The ad also drew comparisons to Apple’s legendary 1984 commercial, a powerful allegory for fighting against oppression. Viewers pointed out the irony of Apple turning into the very “culture-crashing force” they fought against decades ago.
One commenter called the new ad “the exact opposite” of 1984, while another saw it as a “visual and metaphorical bookend” to the original.
Apple eventually issued an apology, admitting they “missed the mark” and aimed to “celebrate creatives.” But the damage was done.
This ad campaign is something all small and tech giants should learn from. Sometimes, trying too hard to push the boundaries can backfire unimaginably. Let’s hope Apple learned a valuable lesson about respecting creativity and cultural sensitivities.
