Apple issues apology statement over new iPad Pro ad, will not air it on TV

10 May 2024
Cupertino admitted that it "missed the mark with this video" and issued an official apology.

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  • 10 May 2024

Anonymous, 10 May 2024People these days literally are weak generation 🤦🏻‍♂️ too m... moreThis ain't Twitter man, it's a tech site, try being less sensitive.

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    • Anonymous
    • fCC
    • 10 May 2024

    DaFink, 10 May 2024The biggest, and I would argue only issue with this is that... moreYears ago was a different story. Internet and smartphones weren't so common as they are today. And neither was Lg

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      • Anonymous
      • fCC
      • 10 May 2024

      I understand the marketing behind the ad but to demolish them all was like apple saying that the iPad is the ultimate replacement for all those tools. But it's not, and not everyone is interested in buying ipad, it's not even a direct comparison to the demolished items. Apple is just trying to act too smart


      A good piano is for life, and doesn't require OTA updates or electricity. The ipad will be resting in dust after 5 years and later on crushed to be recycled. How dumb of apple to try to position the iPad as the replacement for those items. It's not and will never be

        Anonymous, 10 May 2024It should be obvious that my point is that this ad is narro... moreWell if it's that obvious then your question 'Can't you for example use both an iPad Pro and a camera?' was completely pointless wasn't it.

        And what exactly does narrow mean in this context? What is obvious to me is that the message behind the imagery in this ad was as clear as it was almost 16 years ago in the LG ad they completely ripped off . That being the ipad represents a convergence device, one that can to varying extents replicate the functions of the items being crushed.

        it's really a very simple message, and again, not an original one. What's new in this case is the backlash. Maybe that's a sign of the times, or just plain anti-Apple rhetoric, most likely a mix of both. Either way, it's gone way beyond reason.

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          • v$R
          • 10 May 2024

          Ipad is based on ARM, not PC, thus, it has limited capabilities just like other tablet. And that's why ipad is not a eligible helper on professional and creative work.

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            • Anonymous
            • 70d
            • 10 May 2024

            DaFink, 10 May 2024'Can't you for example use both an iPad Pro and a... moreIt should be obvious that my point is that this ad is narrow. Of course, obviously, people who watch this ad won't destroy their cameras after buying the latest iPad Pro.

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              • Anonymous
              • YYX
              • 10 May 2024

              Wow! People are really, really stupid now if they’re misinterpreting and overreacting to a simple ad like that.

                I think they're just jealous of Apple's marketing. I find nothing wrong with it.

                  Anonymous, 10 May 2024Also, why do other products have to be destroyed? Can'... more'Can't you for example use both an iPad Pro and a camera?'

                  You think Apple are telling you to destroy your camera? that this ad is a set of instructions or something?

                  So, were LG doing the same thing back in 2008 with their ad for the Renoir?

                  You, like many others are reading way too much into this. It's just and ad, perhaps not a very good one, certainly not an original one, but just an ad none the less.

                    This ad is known to have received a lot of critical comments in Japan. In Japan, there is a myth called “Tsukumogami”, which is the belief that all objects are imbued with spirits, which is why Japanese people have an extreme aversion to destroying intact objects.

                    It's not just Japan, actors and writers in Hollywood fear that machines will replace them, and I'm sure that the emoji that pops up at the end feels like it's them.

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                      • Anonymous
                      • 70d
                      • 10 May 2024

                      Nick Tegrataker, 10 May 2024A short conclusion: This ad left me feeling uncomfortable ... moreAlso, why do other products have to be destroyed? Can't you for example use both an iPad Pro and a camera? This is very narrow. If everything had been getting compressed without being destroyed as you suggested would have been better, though.

                        Fabiana, 10 May 2024Their marketing, their rules. But I find Apple are fooling ... morei am waiting the point when they start using their products for more disasterous things. Imagine press with houses, mountains, pets, nature overall, food (ok I'm sarcastic now)... can that be replaced? Soul, feeling, smell, taste, touch...

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                          • Anonymous
                          • 70d
                          • 10 May 2024

                          Nick Tegrataker, 10 May 2024A short conclusion: This ad left me feeling uncomfortable ... moreThe point of the ad is that the iPad Pro is thin, so it survives the crush while others don't. It's a distasteful ad. You don't have to show other products getting destroyed to communicate about an aspect of your product. As for compressing tools into the iPad Pro, it's unclear if that's a message. It's up to interpretation. Let's say that it's a message, I agree with you that it's very poorly communicated.

                            Heis, 10 May 2024How are they creative if LG did something similar years ago? 😆Was I saying anything about the creativity of this ad? I guess you missed the part where I said the biggest issue was it’s lack of originality 🤷‍♂️

                            My point was about the absurdity of the reaction this ad has received!

                              • Heis
                              • rKn
                              • 10 May 2024

                              DaFink, 10 May 2024The biggest, and I would argue only issue with this is that... moreHow are they creative if LG did something similar years ago? 😆

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                                • Anonymous
                                • YUU
                                • 10 May 2024

                                People these days literally are weak generation 🤦🏻‍♂️ too much "WOKE" ideology spreading like virus 🙄🤦🏻‍♂️🤦🏻‍♂️

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                                  • Anonymous
                                  • pKL
                                  • 10 May 2024

                                  Have no idea why they had to apologise. People are getting stupidly sensitive about anything nowadays. Keep the ad, it was someone's creative idea being crushed.

                                    Anonymous, 10 May 2024The message was quite ambivalent as to whether everything i... moreThe biggest, and I would argue only issue with this is that it isn’t original, LG ran a very similar ad many years ago for the Renoir.

                                    The difference, there was no collective tantrums for the LG ad 🤷‍♂️

                                    2024 everybody! que that meme from Demolition Man of Stallone begging to be put back in the fridge

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                                      • L973
                                      • L1m
                                      • 10 May 2024

                                      Stop 1984'ing the most likely theory they pulled the ad because it shows the iPad slightly bending at the end 🤣

                                        The ad was very risky to cause mixed feelings with people. Let's see, those instruments and devices crushed, been in our lives for years, decades, some for a long long time, and a lot of people, professionals etc have long love relationships with them. That might cause some hurt too see (Which i guess was not intended right?) and what do people earn with that? a top spec "souless" electronic device made in china...unlike the piano, cameras crushed etc.