- Cult of Mac Today
- Posts
- Apple's 'Crush!' iPad ad draws fire
Apple's 'Crush!' iPad ad draws fire
There's lots of hate for Apple's new video.
Leander Kahney
May 08, 2024
You can imagine how it happened.
Several months ago, Apple’s advertising honchos gather to brainstorm the upcoming iPad Pro launch in early May. The burning question: What are we gonna do for the big promo spot?
Someone mentions a popular meme showing how the iPhone has replaced all the products in an old Radio Shack newspaper flyer. Seconds later, someone else notes the popularity of hydraulic press crush videos — and a lightbulb goes off!
What if we show a big pile of creative products — musical instruments, paint cans, an artist’s mannequin — being crushed by a hydraulic press, which opens up to reveal an impossibly thin and flat iPad Pro?
The video will show how the iPad can replace dozens of other products, and the hydraulic press will jokingly emphasize the iPad’s flat, super-thin profile! My god, it’s genius! Everyone high-fives and the ad goes into production.
However, almost as soon as the resulting “Crush!” ad streamed during Tuesday’s iPad event, the backlash began.
Instead of celebrating the spot, lots of Apple fans instead see it as an allegory of our current times: A big corporation crushes human creativity and replaces it with an expensive piece of electronics. What is this? An ad for ChatGPT?
Not since the famous 1984 Super Bowl ad has an Apple ad caused such an uproar, as some of the company’s biggest fans criticize the “Crush!” spot as tone-deaf.
Also in today’s newsletter:
If you don’t have time to sit through the 38-minute “Let Loose” Apple event, we distilled it down to just 90 seconds.
Here are some of the notable third-party cases and accessories for the just-launched iPads.
A portable display is the easiest way to add CarPlay to your older vehicle for less than $90.
Sennheiser’s new high-end Accentum noise-canceling earbuds rival AirPods Pro 2, yet cost just under $200.
— Leander Kahney, EIC.
A message from the Cult of Mac Deals team
A message from the Cult of Mac Deals team
Tweetz o’ the day
Then: Who wants a stylus?
Now: Who wants four?!— Joanna Stern (@JoannaStern)
May 7, 2024
Spells 'Air' & Spells 'Pro' 😊
— Basic Apple Guy (@BasicAppleGuy)
May 7, 2024
There’s honestly no good reason to buy the new iPad Airs when these options are as affordable as they are. They’re objectively better
— Tailosive Tech (@TailosiveTech)
May 7, 2024
Forget spending $1699 for nano-texture glass LOL
Problem Solved: Magnetic Screen protector with matte texture that you can take off at any time.
Aff. Link:
— Vadim Yuryev (@VadimYuryev)
May 7, 2024
Tim Cooks
— Aaron (@aaronp613)
May 7, 2024
Here is another easter egg from the Apple Event! In one of the shots, you can see a book with Apple's original logo from 1976 on it.
— Aaron (@aaronp613)
May 8, 2024
the new iPad Pro
— Holly - I like tech (@AnxiousHolly)
May 8, 2024
The iPad Pro features the M4 chip.
— Lakshya Lark (@lakshyalark)
May 8, 2024
"The same structural integrity as our previous models"
The previous models:
— Shea (@concept_central)
May 7, 2024
One more thing ...
Software is the user experience. As the iPod and iTunes prove, it has become the driving technology not just of computers but of consumer electronics.
Today’s poll
Do you like Apple's "Crush!" video or hate it? |
Results from yesterday’s poll: What “Let Loose” revelation gets you most excited?
Best reader comments
Subscribe to The Weekender — Get the week's best Apple news, reviews and how-tos from Cult of Mac, every Saturday morning. Our readers say: "Thank you guys for always posting cool stuff" -- Vaughn Nevins. "Very informative" -- Kenly Xavier.
Join the conversation