It seems that Apple may have created the ultimate advertising irony with their new iPad advert, and some creatives are getting hot under the collar about it.
Perhaps intentional or a marketing faux pas, the new Apple iPad ad shows everything from a piano, guitar, paint, speakers, and camera lenses being destroyed in a large industrial crusher to then reappear as the latest iPad. This over the dulcet tones of Sonny & Cher’s “All I Ever Need Is You,”
As one commentator put it, “Crushing the symbols of human creativity to produce a homogenized branded slab is pretty much where the tech industry is at in 2024,”
For a brand that built its reputation in the early years with the support of creatives, it does feel a little like “fuck you!” to the creative community and comes across as tone-deaf to the history on which creative pursuits have been developed. Few professional musicians would suggest an iPad, or a Mac for that matter, are either replacements for a piano or guitar.
Of course one could suggest it’s somewhat tongue in cheek, perhaps it is. Is this Apple’s Unmade Bed or Cow In Formaldehyde? Are we complaining about the very thing that creatives are supposed to do and that is making content that gets people’s attention?
Of course a cynic could suggest that as a piece of advertising it’s doing its job, we’re talking about it. As some say, there’s no such thing as bad publicity.
However, perhaps Apple should have read the room and the general concerns of creatives around the world, with the possible existential threats of technology to their craft. This comes off the back of a slew of new AI powered tools in their creative applications.
We live in strange times, many professional musicians wonder if the technology world really cares about respecting and preserving the equipment, talent and skill that has made and continues to make truly great music. Adverts like the new iPad one, seem to suggest they don’t.
What do you think?
UPDATED
Apple has since issued an apology following criticism of the advertisement and have said they will not run it on TV. In a statement provided to marketing publication Ad Age, Apple acknowledged that the advertisement did not align with its intention of empowering and honouring creatives.
Famous personalities like Hugh Grant and Justine Bateman have expressed shock at the destruction depicted in the advertisement.
Apple's VP of marketing communications, Tor Myhren, stated:
“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry,”