Apple released an advertisement for the updated iPad Pro called “Crush”, featuring an industrial compressor destroying various objects before revealing the new tablet. The ad, posted by Apple’s chief executive Tim Cook, was met with mixed reactions from artists and creators who saw it as a metaphor for Big Tech’s co-opting of traditional artistic tools. Many fear that generative artificial intelligence may further threaten their livelihoods.
This promotional misstep is one of several recent incidents where Apple’s marketing efforts have fallen short. While the company has a history of groundbreaking advertising campaigns, such as the iconic “1984” Super Bowl commercial, recent ads like the Apple Vision Pro have failed to resonate with consumers. Apple’s marketing has struggled to maintain its reputation as a visionary in the industry.
Over the years, Apple has shifted its advertising strategies, moving oversight of its marketing from Phil Schiller to Tor Myhren in an effort to revitalize its campaigns. While some ads have been well-received, such as the AirPods spot “Bounce” and the iPhone ad “R.I.P. Leon,” others, like the “Crush” ad for the iPad Pro, have missed the mark. The company’s marketing efforts have been inconsistent in recent years, failing to match the success of earlier campaigns.
The “Crush” advertisement drew criticism for its perceived insensitivity towards artists and creators, many of whom feel that technology companies like Apple are contributing to the erosion of traditional creative tools. This sentiment is amplified by concerns over AI technology potentially replacing human creativity in various fields. The ad’s message was seen as a departure from Apple’s previous commitments to human creative expression, leaving many feeling disillusioned.
As Apple faces backlash over its marketing decisions, questions have been raised about the direction of the company’s advertising strategy. While Apple was once considered a pioneer in the industry, recent campaigns have struggled to capture the imagination of consumers and artists alike. The company’s advertising team, led by Tor Myhren, will need to re-evaluate their approach to ensure future campaigns resonate with their core customer base.
Moving forward, Apple will need to find a balance between innovation and sensitivity in its advertising. The company’s legacy as a creative powerhouse depends on its ability to connect with consumers in a meaningful way. By listening to feedback from artists, creators, and customers, Apple can regain ground and reaffirm its position as a leader in technology and marketing. Only time will tell if the company can adapt to the changing landscape of advertising and win back the trust of its core audience.
