Dear Tim Cook: Be a Decent Human Being and Delete This Revolting Apple Ad

> This is a disturbing, shocking ad, not just because of what it shows but because of its seeming obliviousness to the subtext that it turns into text, as well as the message it sends to every artist alive: the tech industry will crush you, destroy you; suddenly, violently, all at once.

It surprises me how upset people get about stuff these days

The iPad Pro ad, fixed. https://twitter.com/rezawrecktion/status/1788211832936861950

Maybe it’s me that’s numb, but holy crap people are jumpy and making such a big deal, reading into an ad as if the whole of society’s problems could be decomposed from it. Shitty ad? Probably? Move on.

Seems a lot of comments here are basically saying "calm down, it's just an ad."

If these are "just" ads (meaning they aren't a big deal) then why are millions spent on them? Why are Super Bowls ads an event all their own?

Maybe read up on some early figures in effective propaganda and advertising such as Edward Bernays. Watch The Century of the Self. Put your ego aside and accept that advertising might have a significant influence on a person's perception, reasoning, and judgment...and accomplish it in subtle ways you may not be fully cognizant of. That can also lead to more vast cultural conditioning. The boiling frog...

It's not "just" an ad and thankfully some people are applying critical thought and criticism against it. Why that bothers so many here might also be telling. Why are you being triggered?

This article is so histrionic that it's a parody of itself.

>and most disturbingly (because they suggest destructive violence against children's toys, and against the child in all of us) a ceramic Angry Birds figure and a stack of rubber emoji ball.

Are you fucking serious man? It's just an ad

I can only speak for myself, but my guess is the vast majority didn't think twice about the ad. Beyond, it's mimicking a very popular trend on FB/TikTok/Instagram, of things getting crushed, that so many of us can't seem to get enough of since constantly shows in our feeds. And that it's implying all of these wonderful (physically large) tools and experiences are available on a very small portable device I can take with my anywhere. There are countless different ways they could have shown that, and imagine most all would have caused backlash by small vocal few. Is Technology (especially AI), etc destroying the arts and humanity, who knows, maybe? But I certainly don't think this video showcases that.

Whenever I see ads, I ask myself why companies would spend so much money if it barely has any effect (given that ads have essentially no impact on me).

And then there's posts like this which remind me that there is a whole group of people out there who are so deeply affected they read entire stories and write entire novels after a few seconds.

It's a solid reminder how differently worldviews are shaped.

Man this is some tea leaf reading nonsense I'll tell you hwhat.

They should have blended all those objects then poured it into a mold.

Or gone for the fetish crowd and had shapely legs (and feet) crushing objects, then taking the dust and molding it into an iPad.

Or had a big katamari roll up all that, then transform into an iPad.

But really, the reaction to the ad is ridiculous.

Maybe I'm old school, but I didn't see anything questionable about the ad

I was also disappointed by this ad when I first saw it, but I wasn’t shocked. In fact I think it’s symbolic of the direction Apple took since the passing of Steve Jobs. Apple, even during its “beleaguered” mid-1990s era, was a champion of personal computing and was embraced by creative professionals. Heck, the original Macintosh and the LaserWriter helped kickstart the desktop publishing industry, especially once PageMaker and Photoshop were released. But Apple products were complementary to other creative tools, such as musical instruments and cameras. Remember the digital hub strategy Steve Jobs announced in the early 2000s?

Unfortunately, this ad, with its destruction of artists’ tools, is completely tone-deaf to the sentiments of the creative professionals who loyally used Apple products. However, I argue that Apple has largely stopped relying on this market once revenues from the iPhone and services started overtaking Mac revenues. Apple used to be a champion of personal computing, not only emphasizing ease-of-use over its competitors, but also investing in technologies that made it easier for regular users to get more out of their computers (e.g., HyperCard, AppleScript). Today Apple is a vendor of luxury-brand electronics. It’s coasting on two things: (1) the goodwill the brand built from the 1980s through the 2000s as “the computer for the rest of us,” and (2) offering a platform that is alternative to Microsoft Windows and all of its shenanigans, as well as some PC clone vendors who load their PCs with preinstalled crapware. Even with point #2, I find pro and education versions of Windows less annoying than their home counterparts, and vendors like Framework and even Microsoft don’t load their PCs with crapware.

I hold the opinion that Apple lost its soul in the 2010s when Apple became the iPhone company instead of the Mac company. This commercial would’ve never been produced under the watch of Steve Jobs (“Think different”) or even John Sculley (look up “The Power to Be Your Best.”).

Creatives, a core Apple market, are reacting negatively to this ad. As I said in another comment on the matter, Apple should have shown some kind of "Apple Beam" or something similar shrink the items down to fit into an iPad. Then a voiceover could announce all that creative power is now in your hands.

I make my money by creating software, but I'm a musician and photographer outside of the office. Even I was wondering why Apple was showing all these things being destroyed. It looked like the crushing of the human spirit - which is not what you want to be selling. Yeah, I "got it" at the end, but why start the ad with such viscerally negative destruction? Those viewers are going to associate that disgust with Apple.

Some more discussion yesterday:

A dystopian iPad commercial has X ripping Apple for crushing instruments and art

https://news.ycombinator.com/item?id=40304547

That Apple ad feels more like an Advernado ad -- "We can solve any problem that you think up, and find any purchase that you require, the... iPad... is a full solution..." crushing everything.

Terrible ad absolutely agree. But just don’t buy the iPad. Apple doesn’t ow e you anything and you don’t owe Apple anything. Get over it.

Tim Cook is a decent human being regardless. Nobody forces you to buy the ipad if you think it's robbing you of so many experiences.

am i literally shaking with anger, pacing around my room, crying, cuddling my emotional support dog, because i'm so upset at this advertisement?

no.

is it a terrible, possibly even insulting ad? yeah, I think so.

pretty clearly the original concept was "the new iPad is so thin, let's make an ad that shows all types of art compressed into a small size". And somehow that got lost in translation during production to "let's destroy objects of artistic expression, and show them all obliterated, only to be replaced by our mass-market product".

if the goal was to generate controversy, it worked. but if they actually thought this ad would go over well, they're insane, and surely there is someone in the ad meeting who spoke up and said it was terrible, and they got shut down, and right now they must feel so vindicated.

Whenever I see entropy run in reverse, I get a little disturbed also. The arrow of time if fixed in one direction for good reasons.

I think best would be if people stopped watching ads. It's not like you learn anything useful there.

This ad *really* reminds me of the absurdly tone deaf ads Meta ran during the Super Bowl (great breakdown by David Roth here https://defector.com/facebook-meta-asks-wouldnt-it-be-nice-t....

To me, the message is clearly "the world we are creating is going to destroy you, you relic, you outmodded worthless luddite. You will be allowed to consume through our content square." but apparently someone with severe west coast tech brain thought these two ads were somehow conveying something positive?

The video is making people talk about Apple.

Seems to me, the ad worked as intended.

Both submissions (this and https://news.ycombinator.com/item?id=40304547) flagged, and no longer up for discussion.

Says a lot about the HN crowd, and I have to say, I'm disappointed.

The backlash against Apple is growing: https://www.bbc.co.uk/news/articles/cld0rxlqgggo

...in my opinion, for good reason. I haven't seen mentioned in any of the comments the fact that Apple controls their ecosystem, and takes away our freedom to use our devices. That's the antithesis of "creativity", and I'm disgusted that this seems to be OK with HN voters.

I play instruments, read books, and have an iPad.

It reminded me of the old magazine clipping of a guy holding a camcorder over his shoulder and pointing to a table full of technology. "All of this fits in your pocket now."

Same thing. Chill out. You're free to not like something and have it continue to exist despite your dislike of it.

FFS

Wouldn't this blog fall into the category of running revolting ads as well?

This is such horse shit. It’s like the university classroom has taken over the world and now everyone gets upset for the sake of getting upset. There’s nothing offensive about this ad at all, and anyone claiming outrage needs to take a hard look at their own fragile egos.

...I can't be alone in thinking the criticism of this ad is on the side of unnecessarily excessive overanalysis ...right?

My interpretation of the ad is limited to "this tablet does a lot in a small form factor". I really don't see a higher meaning here.

It ain't that deep bro