Apple’s most recent marketing campaign for its new iPad series has failed miserably. The “Crush!” advertisement adopts a sinister tone as it shows a massive hydraulic press destroying a variety of artistic and cultural items, such as colorful paint cans and vintage record players. The triumphant unveiling of the new iPad, positioned as a potent all-in-one device replacing the crushed antiquities, caps off this symphony of destruction.
However, the ad has struck a nerve with its core audience. Creative professionals and artists, who have long been loyal Apple customers, have expressed outrage online. The imagery of beloved creative tools being mercilessly crushed resonated deeply, stirring anxieties about the potential impact of AI on artistic expression and the future of physical tools in a digital age.
Apple’s attempt to capitalize on the popular trend of “oddly satisfying” crushing videos backfired spectacularly. Instead of amusement, viewers felt a pang of loss as cherished objects were reduced to rubble. The ad’s underlying message – that a single device can replace a multitude of traditional tools – alienated the very customers it aimed to impress.
Tim Cook’s decision to share the ad on X only amplified the negative response. Thousands of comments flooded the platform, many from prominent artists like cartoonist James Kochalka, who criticized the ad’s disrespect for the tools that fuel creative endeavors. Kochalka, echoing a common sentiment, highlighted the reverence artists hold for their instruments, emphasizing the importance of a “healthy dialogue” with them, rather than a ruthless replacement.
Beyond the immediate outrage, this ad campaign exposes a deeper vulnerability for Apple. The company, once a scrappy innovator known for its user-friendly products, has transformed into a global tech behemoth. However, this growth seems to have come at a cost. The “Crush!” ad suggests a disconnect between Apple and its creative customer base.
This is not just another terrible advertisement. It erodes the wellspring of goodwill that Apple once possessed, which was established on the backs of creativity and user-centered design. The ad campaign has harmed Apple’s image for encouraging innovation and alienated the very artists who have supported the business for years, rather than highlighting the iPad’s possibilities. Apple has to figure out how to stay in touch with its core customer base and bring back the innovative spirit that once made the brand, all while navigating the challenges posed by its enormous scale.
