Apple has come under fire on social media for its new iPad advertising campaign. The new iPad Pro commercial, named “Crush,” was intended to be fun but unexpectedly drew a lot of criticism from viewers. Let’s take a closer look at why this ad has become so controversial…
New Apple iPad Pro ad sparks viewer backlash
During the Let Loose event, Apple introduced its new M4 iPad Pro and M2 iPad Air models. As part of this major launch, the “Crush” commercial featured various objects such as toys, musical instruments, and sculptures being crushed under a massive weight. Normally, hydraulic press videos are very popular on TikTok, but Apple’s goal here was to demonstrate that all these different iconic products and symbols could be united in a single iPad Pro.
In the message of the new iPad ad, Apple emphasized that the iPad Pro’s OLED display could replace many different devices, consolidating everything into one device. However, the ad’s mocking tone and the destruction of beloved items upset many people. Notably, X (formerly Twitter) user Michael J. Miraflor called the ad “incredibly tone-deaf.”
Another user, Damon Peters, claimed that the ad was a direct attack on GenX and some millennial cultures and values, stating, “Why do we need to destroy what we love to progress? This just seems like being bad for the sake of being bad.”
Apple has yet to officially respond to the feedback received about the new iPad ad. The idea behind the ad may have been to show how technology provides more functional solutions than old habits and tools. For example, using the GarageBand app instead of a piano, or preferring a digital drawing app over a palette full of paint.
However, this creative narrative style was misunderstood or rejected by many viewers. This could be a lesson for Apple. According to the reactions, the company might need to be more sensitive to the values and emotional attachments of its customer base. It may also be time for Apple to reconsider its marketing strategy.
What are your thoughts on this ad? Feel free to share your opinions in the comments section below.
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