Frightened "fruit fans"! Apple rarely apologizes! What happened?

National Business Daily

2024-05-10 08:27Published on the official account of Sichuan Daily Economic News

Edited by: Du Yu

Recently, a "thriller" advertisement from Apple directly frightened the "fruit fans".

On May 7, Apple released an ad for the iPad Pro, which showed an industrial press crushing televisions, musical instruments, books and other items and compressing them into the new iPad Pro.

Image source: Screenshot of the video of Apple's press conference

The name of the one-minute commercial is "Crush! ）。 Roughly speaking, the things that have been "crushed" by apples are trumpets, paint buckets, guitars, pianos, gramophones, statues, drum kits, cameras, arcade games, monitors, plastic dolls, etc.

Although the creativity of this advertisement is not difficult to understand: Apple has "pressed" a large number of functions into this thin and powerful tablet, which can be done for professional artistic creations such as painting, arranging, taking pictures and retouching.

But the problem is that, as a consumer electronics product aimed at professional users, this ad crushes all these creators' "eating guys". This strange negative emotion eventually turned from an angry denunciation by a small group of professionals into a storm of public opinion.

Some netizens ridiculed that Apple is using a symbol of human creativity and cultural achievement to attract professional creators, which is really good.

Some netizens criticized that it was a heartbreaking, uncomfortable and selfish advertisement.

Renowned actor Hugh Grant even commented that the ad seemed to promote the "destruction of the human experience".

Some people believe that such advertising is not good for Apple's image in the current situation of rapid development of AI technology and the possibility of regulators breaking up Apple's App Store.

Because of the bad response, Apple rarely apologized publicly and said that it would not be broadcast on TV as planned.

Tor Myhren, Apple's vice president of marketing communications, issued a statement acknowledging that the ad did not work as expected and apologized. He emphasized that creativity is in our DNA, and Apple has always been committed to inspiring creativity among creatives around the world through its products. In addition, Apple has canceled its plan to show the ad on television.

Apple has an in-house marketing team that produces many of the ads, and also works with the advertising agency Media Arts Lab on a number of ad campaigns. It's unclear whether this iPad Pro ad was created by Apple or its advertising agency.

Although the ad is still on Apple CEO Tim Cook's Twitter account and has more than 53 million views on social media, it still has a significant impact on the positive image of Apple's new iPad version and M4 chip launched this week. Some social media users said that the ad made them think about Apple products a lot, and some even said that the ad made them think about "reducing the use of technology in their lives".

Netizens on social media X @Tim Cook and said:

"It's really the creepiest ad I've ever seen."

"It made me want to sell my iPhone and iPad."

As of the close of local time on May 9, Apple was quoted at $184.57, up 1%, with a market capitalization of $2.8 trillion.

National Business Daily comprehensive public information

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