The Apple commercial that angered artists
Posted: Wed Jan 29, 2025 7:15 am
Leave a Commenton Crush! The Apple commercial that angered artists
Crush! The Apple commercial that angered artists
Apple’s latest commercial aimed for the sky… but missed. Instead of creating buzz about the quality of the product – the thinnest and most powerful in the series since vp audit email database its creation in 2010 – it angered artists and cultural creators, who are an important part of the brand’s customer base. After the negative repercussion on social media, Tor Myhren, Apple’s vice president of marketing, said that the message of the ad “missed the mark” and made headlines in media outlets such as The Verge , Variety and Reuters .
In this article, you will understand what the Crush! commercial was about , what criticisms were raised, where Apple went wrong, what it could have done to avoid this, and a brilliant idea that managed to transform this story.
What you find here:
The commercial where Apple thought it was cool to destroy art
What were the criticisms of Apple's iPad commercial?
Where Apple Went Wrong
What could she have done to prevent this?
Seth Godin Transformed Apple's Commercial
Lesson: Knowing the customer is more important than creativity
The Apple commercial that thought it was cool to destroy art
The commercial, called Crush!, is a video that lasts just over a minute. In it, we see a room where a giant hydraulic press crushes musical instruments, a television, an arcade game, a record player, a sculpture, a painting, computers, books, sketches and cans of paint – with a rainbow of colors spilling over a piano as all of the above disappears… to make way for an iPad.
The intention of the commercial was to say that the new iPad is so powerful that it can bring together all forms of artistic creation within the device, replacing traditional means of creating art and also allowing its appreciation on an extremely thin and portable device.
Apple commercial titled 'Crush!', launching the new iPad Pro, coming in May 2024.
What were the criticisms of Apple's 'Crush!' iPad Pro commercial?
The way the video was executed caused Apple’s intention to be misinterpreted, sending the message that technology could completely replace traditional art. In practice, what the artists saw was Apple “crushing art.” It’s no wonder that the video caused outrage, criticism, and discomfort.
On his page on the social network X (formerly Twitter), actor Hugh Grant said that Apple “destroyed the human experience” in the commercial, something that, in his view, would be an expected stance from Silicon Valley companies.
Crush! The Apple commercial that angered artists
Apple’s latest commercial aimed for the sky… but missed. Instead of creating buzz about the quality of the product – the thinnest and most powerful in the series since vp audit email database its creation in 2010 – it angered artists and cultural creators, who are an important part of the brand’s customer base. After the negative repercussion on social media, Tor Myhren, Apple’s vice president of marketing, said that the message of the ad “missed the mark” and made headlines in media outlets such as The Verge , Variety and Reuters .
In this article, you will understand what the Crush! commercial was about , what criticisms were raised, where Apple went wrong, what it could have done to avoid this, and a brilliant idea that managed to transform this story.
What you find here:
The commercial where Apple thought it was cool to destroy art
What were the criticisms of Apple's iPad commercial?
Where Apple Went Wrong
What could she have done to prevent this?
Seth Godin Transformed Apple's Commercial
Lesson: Knowing the customer is more important than creativity
The Apple commercial that thought it was cool to destroy art
The commercial, called Crush!, is a video that lasts just over a minute. In it, we see a room where a giant hydraulic press crushes musical instruments, a television, an arcade game, a record player, a sculpture, a painting, computers, books, sketches and cans of paint – with a rainbow of colors spilling over a piano as all of the above disappears… to make way for an iPad.
The intention of the commercial was to say that the new iPad is so powerful that it can bring together all forms of artistic creation within the device, replacing traditional means of creating art and also allowing its appreciation on an extremely thin and portable device.
Apple commercial titled 'Crush!', launching the new iPad Pro, coming in May 2024.
What were the criticisms of Apple's 'Crush!' iPad Pro commercial?
The way the video was executed caused Apple’s intention to be misinterpreted, sending the message that technology could completely replace traditional art. In practice, what the artists saw was Apple “crushing art.” It’s no wonder that the video caused outrage, criticism, and discomfort.
On his page on the social network X (formerly Twitter), actor Hugh Grant said that Apple “destroyed the human experience” in the commercial, something that, in his view, would be an expected stance from Silicon Valley companies.