Apple recently faced backlash over a new advertisement titled “Crush,” which aimed to showcase the thinness of the iPad Pro but ended up upsetting many viewers. The company has since issued an apology and decided not to air the ad on television. This article will delve into the controversy surrounding the ad and analyze Apple’s response to the situation.
The “Crush” ad features various media devices and art-making tools being crushed into a thin film by a descending metal plate, highlighting the slim design of the iPad Pro. The ad was shared by Apple CEO Tim Cook on social media, only to be met with criticism and mockery from the public. Many viewers found the destruction of instruments and art supplies in the ad to be disrespectful and questioned Apple’s true intentions behind it.
Numerous individuals, including former Greek finance minister Yanis Varoufakis, took to social media to express their disapproval of the ad. Varoufakis went as far as calling for a boycott of Apple products, citing the company’s lack of regard for cultural value. The public sentiment towards the ad was overwhelmingly negative, with many perceiving it as tone-deaf and insensitive to the artistic community.
In response to the backlash, Apple issued an apology for the ad, acknowledging that they had “missed the mark” with their messaging. Apple’s VP of marketing communications, Tor Myhren, stated that creativity is a core value at Apple and that they aim to empower creatives worldwide. The company expressed regret over the negative impact of the ad and confirmed that it would not be aired on television as initially planned.
Apple has a history of producing iconic advertisements that resonate with audiences, such as the “1984” ad and the Mac vs PC campaign. However, the “Crush” ad is likely to be remembered for the wrong reasons, overshadowing the intended message of showcasing the thinness of the iPad Pro. The incident highlights the importance of understanding and respecting your audience when creating marketing campaigns.
Apple’s handling of the backlash over the “Crush” advertisement serves as a cautionary tale for brands seeking to make a bold statement through their marketing. While creativity is indeed a core value, it is equally important to consider the impact of your messaging on your audience. Apple’s apology and decision to pull the ad demonstrate a willingness to listen to feedback and course-correct when necessary. Moving forward, the company will need to be more mindful of the potential implications of their advertising strategies to avoid similar controversies in the future.
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