In the "Let's Fly" special event, Apple launched a promotional video called "Crush" to promote the latest iPad Pro, which mainly uses hydraulic presses to compress various classic creative products such as pianos and record players, and then "compresses" them into iPad Pro. However, many users, media, and especially people in the art world have expressed their dissatisfaction with the video.
The iPad Pro ad is, in my opinion, the least Apple in Apple's entire history.
Creativity does come from a variety of references,
And the emotional grasp is very bad,
iPad Pro is originally a "non-complete process" tool, and it only performs very well in "specific links".
And the most people who can pay for this link are the sensitive creators and artists who value the feelings of the utensils the most.
As a photographer, seeing the lens and camera falling apart, and a musician seeing his piano and five horses separated, will be painful and empathetic.
As an analogy, Apple's previous ad for music in a garage using various Mac sound effects cherishes this "connection between things and people."
The quality of the product may be the ups and downs of technical power, but the advertisement represents values, and this advertisement can be on, although the final apology is taken off the shelves very quickly and it is quickly remedied, but it is indeed a red flag for Apple that needs to be paid attention to.
It is really arrogant to stand with people at all times, and an iPad Pro can replace so many beautiful human emotions in an almost violent way.
Tor Myhren, Apple's vice president of marketing, recently issued an apology statement, saying that the "Crush" promotional video did not "meet the expected promotional goals" and has now retracted the video.
"Creativity is in Apple's DNA, and it's important to us to design products that empower creatives around the world," the statement said.
Our goal is to encourage users to express themselves in diversity and bring their ideas to life through the iPad. And this video doesn't hit that goal, and we're sorry. ”