Apple recently released a new ad promoting its ultra-thin iPads, featuring an industrial crushing machine compressing various creative objects to birth the new iPad Pro. The ad includes objects such as books, paint cans, statues, and musical instruments being pulverized to the tune of Sonny & Cher’s “All I Ever Need is You.” While Apple CEO Tim Cook praised the ad for its creative concept, many social media users criticized it as “destructive” and claimed it was “crushing creativity.”
The backlash towards the ad on social media prompted discussions around the idea of mixing creativity with destruction. Many users expressed their disappointment with Apple’s approach to marketing, with some suggesting the company should reconsider the ad’s message. Adam Singer from AdQuick criticized the ad for symbolizing a “creative dark age,” where tangible art and organic instruments are compressed into soulless devices controlled by a powerful corporation. Eric Newcomer also shared concerns about Apple’s message, comparing it to a previous successful ad released by the company in 1984.
The comparison to Apple’s iconic 1984 ad, where a woman breaks free from a monochrome, conformist world by smashing a propaganda screen with an ax, highlights the shift in the company’s messaging over the years. While Apple has faced challenges with declining iPhone sales, it remains a tech giant and one of the most profitable companies globally. However, questions have arisen about the company’s direction, especially with the underperformance of the new Apple Vision Pro and the reliance on iPad sales for revenue.
Despite criticisms of the new ad, the new iPads have been well-received for their innovative features, such as a new Apple chip and display, in addition to their extreme thinness. While the ad sparked controversy online, it also generated interest in the new product line, with many users intrigued by the potential applications of the iPad Pro. Apple continues to dominate the tech industry with its cutting-edge technology and stylish design, reaffirming its status as a leader in innovation and creativity.
As Apple navigates the changing landscape of the tech market, the company must balance its commitment to innovation with concerns around creativity and consumer perception. The ad for the new iPad Pro highlights the delicate balance between promoting new products and upholding the values of creativity and artistic expression. While the ad may have sparked controversy, it also sparked important conversations about the intersection of technology, creativity, and marketing in the digital age. With its legacy and reputation at stake, Apple must continue to evolve its marketing strategies to resonate with consumers while staying true to its core values of innovation and creativity.
