Ouch! Apple iPad Pro ad “Crush” is crushed by critics

Apple Crush

No Apple “Crush” is not the name of a new game to download to your iPhone. Right now, I’m sure CEO Tim Cook and the in-house agency wish it was. But it’s the title of the tech giant’s latest spot for its iPad Pro and well… how people are reacting to it. It’s a rare misstep for the tech giant’s creative endeavors, leaving it somewhat flattened. You know, like an iPad Pro.

Known for iconic and often groundbreaking campaigns, such as the legendary “1984” and lately almost everything it does, this recent spot has faced significant criticism from both creators and consumers alike.

The 60-second spot, created in-house and directed by Iconoclast’s Vania & Muggia, which features a room full of analog creative objects being crushed in an industrial crusher to introduce Apple’s thinnest product ever, has been interpreted by many as contradictory to Apple’s message of fostering creativity.

Critics argue that in an era dominated by AI and technological advancements, the metaphor of machines flattening human creativity sends the wrong message, especially at a time when preserving and celebrating creativity is paramount.

Adding to the controversy is the discovery that the ad’s concept resembles a 2008 spot for an LG phone, raising questions about originality and creativity in Apple’s marketing efforts. Watch below and see what you think:

And here is the LG spot from 2008:

REELated:

Apple’s Mandalorian-themed iPhone ad strikes Galactic chord for Star Wars Day

The negative reception of “Crush” has sparked discussions across various platforms, with viewers expressing concerns about the implications of the ad’s message and its potential to diminish the value of analog art and human connection. Even celebrities, including Hugh Grant, Justine Bateman, and Reed Morano, have weighed in on the controversy.

Despite calls to withdraw the advertisement, Apple has not responded to the criticism or taken any action to remove the spot from circulation. This stance aligns with the company’s historical reluctance to yield to external pressure regarding its marketing decisions. As of now, the advertisement remains live on various platforms, further fueling the debate surrounding its appropriateness and impact.

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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1

Apple Crush

No Apple “Crush” is not the name of a new game to download to your iPhone. Right now, I’m sure CEO Tim Cook and the in-house agency wish it was. But it’s the title of the tech giant’s latest spot for its iPad Pro and well… how people are reacting to it. It’s a rare misstep for the tech giant’s creative endeavors, leaving it somewhat flattened. You know, like an iPad Pro.

Known for iconic and often groundbreaking campaigns, such as the legendary “1984” and lately almost everything it does, this recent spot has faced significant criticism from both creators and consumers alike.

The 60-second spot, created in-house and directed by Iconoclast’s Vania & Muggia, which features a room full of analog creative objects being crushed in an industrial crusher to introduce Apple’s thinnest product ever, has been interpreted by many as contradictory to Apple’s message of fostering creativity.

Critics argue that in an era dominated by AI and technological advancements, the metaphor of machines flattening human creativity sends the wrong message, especially at a time when preserving and celebrating creativity is paramount.

Adding to the controversy is the discovery that the ad’s concept resembles a 2008 spot for an LG phone, raising questions about originality and creativity in Apple’s marketing efforts. Watch below and see what you think:

And here is the LG spot from 2008:

REELated:

Apple’s Mandalorian-themed iPhone ad strikes Galactic chord for Star Wars Day

The negative reception of “Crush” has sparked discussions across various platforms, with viewers expressing concerns about the implications of the ad’s message and its potential to diminish the value of analog art and human connection. Even celebrities, including Hugh Grant, Justine Bateman, and Reed Morano, have weighed in on the controversy.

Despite calls to withdraw the advertisement, Apple has not responded to the criticism or taken any action to remove the spot from circulation. This stance aligns with the company’s historical reluctance to yield to external pressure regarding its marketing decisions. As of now, the advertisement remains live on various platforms, further fueling the debate surrounding its appropriateness and impact.

Follow us on Facebook, X and Instagram

This image has an empty alt attribute; its file name is Costello_Colin-e1577461259599.jpg

Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1

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