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![Appleās iPad āCrushā Ad Is Bleak, Ominous and Threatening I donāt know if youāve seen Appleās just-released commercial for the āNewā iPad Pro, but itās pretty awful. It is dark, humorless, and feels like a not-so-thinly veiled threat to writers, musicians, game makers, developers, and artists of all kinds. ā¦and children, even. Iāve watched it at least five times today alone, and Iām left with one big question. āWho on earth approved this?ā Itās absolutely baffling that the worldās largest technology company, with the worldās biggest marketing budget, thought this would be a good idea. What kind of idiotāor idiots, since dozens or hundreds of people had to be involved in the writing, staging, producing, recording, and editingāfelt this kind of ad would somehow create a positive emotional connection with consumers? Seriously, itās terrifying. In a dank, cold warehouse, devoid of all life and humanity, an industrial crusher comes to life, and slowly starts destroying a collection of musical, philosophical, and artistic devices and instruments. For no apparent reason, everything starts getting smashed: first, a trumpet, then an arcade video game, then cans of paint, a piano, a globe, a metronome, a guitar⦠on and on it goes, obliterating everything in sight into a colorful, gooey, explosive mess. Books, camera lenses, lamps, a guitar, a sculpture, and a typewriterāall tools of the liberal artsāget mangled into a garbage heap as Sonny & Cher cheerfully sing, āAll I ever need is you.ā In the penultimate moment, a goofy yellow smiley emoji becomes a bug-eyed scary-clown freak as it, too, is crushed to death. Worse, if you enable closed captions like I do by default, the video says: ā[POPPING] [SPLAT]ā right as its eyeballs pop out of its head when Cher sings, āGive me a reason to build my world around you.ā Itās enough to make a child cry. It has all the comforting vibes of the burnt pink teddy bear floating in the swimming pool on Breaking Bad after two planes crash in mid-air. I have so many questions (aside from simply wondering the names of the soon-to-be ex-employees who greenlit this abomination). First of all, as a trumpet player myself, I am personally offended that they made me watch a perfectly good trumpet get smashed to smithereens like itās no big deal. Why would they torture me like this? Second of all, what is the message here? No, not that āthe most powerful iPad ever is also the thinnest,ā as the voiceover artist states in the last few seconds of the clip. I mean: what is the message? Ostensibly, pulverizing childrenās toys, arcade games, architectural models, and ceramic Angry Birds into a paste implies something like āWeāre taking all the best of humanity; all the collective works of Western Civilization, smashing it into pieces and putting it inside this remarkably thin device so you can have all of it in the palm of your hand.ā But my oh my, is there an elephant in this room⦠heās hiding behind the monstrous destroying machine. Did anyone inside Apple realize that everyone outside Apple will recognize this imagery in a metaphorical sense, but not the one Apple intended? We donāt see a crushing machine gently consolidating the greatest output of all our artistic endeavors, simply reformatted for a digital age and consumed by everyone with instant, fingertip access. We see what is painstakingly obvious to us, and the timing couldnāt possibly be worse. We see a giant, soulless machine consuming our work in a very different way. Right now, AI models are training themselves on our intellectual property and even our very own personally-identifying data. We arenāt the ones doing the consuming. Weāre the ones being consumed. The tech industry has become one massive gaping maw, opening wide and swallowing everything in sight, chewing it up into little bits and pieces of comminuted waste, like a paper shredder or a garbage disposal. Itās destruction in its most literal form. And for what? For a newer version of the iPad that is only slightly thinner than its predecessor? For an only marginally improved version of Appleās tablet device that has been around for 14 years? For increased profits? This is a terrible look for Apple. They may as well be saying: āAll your work are belong to us.ā Personally, I am a fan of artificial intelligence. I am eagerly embracing our robot overlords and I welcome our new CSV god (as the actual developers of AI models like to say). I look forward to the freedom and innovation that will come as a result of humanity augmenting our intelligence with AI like a force multiplier on a battlefield. But if Apple has the same perspective I do, theyāre selling it in the worst possible way. When I see this video, I see that Apple is definitely crushing something⦠but Iām not sure what. -Crushing small companies that develop apps for the extremely heavy-handed App Store, which imposes byzantine restrictions on what they can and canāt do with their own apps? -Crushing competitors by limiting what they can do on the iOS and MacOS platforms with arbitrary and capricious rules about enabling functionalities that Apple doesnāt like, even if users do? -Crushing publishers and content creators with a punitive 30% fee on all subscriptions and in-app purchases? -Crushing choice and competition by not allowing app makers to make apps and programs that do the same thing that native apps already do, even if they do it better? -Crushing all human creativity and innovation by automating and systematizing everything? In the early days of the āGoogle vs. Appleā fight over the web and app stores, I was really concerned that Google was becoming way, way too powerful. Specifically, in 2015, when Google came up with āapp streaming,ā they announced a desire to form a āweb of apps.ā This was concerning. Especially when coupled with Googleās efforts to steal content from other websites and provide it to users via the āknowledge graphā results, ending up with the creation of āzero-clickā search results pages, which absolutely punished website owners and content creators. By taking the most valuable content off a website and showing it to Google users without them needing to click through to the website itself, Google had essentially stolen everybodyās intellectual property with only the most minimal attribution possible (to fend off lawsuits no doubt, but with no intention of users actually visiting the website in question anymore). āGoogle is eating the internet,ā I thought, and said out loud, (although I probably wasnāt the first person to use that phrase) But what I meant was purely an analogy. It was vague and ambiguous, almost silly. Maybe I was wrong, though: maybe itās Apple thatās doing the eating. Maybe Apple is not only gobbling up everyone elseās work, but also homogenizing itāand usāand forcing us to use their platform, pay their fees, abide by their rules, and constantly keep upgrading, upgrading, upgrading, to an ever-thinner iPad in order to use it. Watch the video again. This is the stuff of nightmares. To be perfectly fair, even if I were to take the commercial at face value and ignore itās off-the-charts creepiness and just stick to its one stated claimāthat the new iPad Pro is thinnerāit still fails as a commercial. Why? Because nobody cares how thin an iPad is. Seriously. Iāve owned an iPad since 2010: that means Iāve carried around a version of Appleās already-thin tablet every day for over a dozen years. Never once have I said to myself: āYou know what improvement Iād really like to see in this thing? I wish it were thinner.ā Never. That thought has never crossed my mind, even once. You know what has? -Better battery life. -Iād like my iPad to not get hot to the touch when I use the Apple Pencil to take notes. -I wish it wasnāt so fragile: I dropped my brand-new iPad 2 back in the day when it slipped out of the arm-hold I was carrying it in, it bounced on the pavement, and the screen shattered into a thousand pieces, making it unusable. -I wish it had more storage. -I wish Apple would stop changing the type of cable connector it uses: Iāve gone from the original 30-pin connector to the Lightning connector, and now to the current USB-C/Thunderbolt connector. -I wish I could view the screen in direct sunlight. -I wish it wouldnāt overheat and turn off automatically when I use it outdoors in the summertime. Those are announcements I would welcome in a new iPad Pro commercial. None of this ānow even thinnerā nonsense nobody needs or cares about. So, back to the commercial. In my opinion, whoever made this ad should be fired. I almost never say that about other companies, especially for good-faith marketing efforts gone wrong⦠those of us who work in marketing make mistakes sometimes, and we learn from them. But cases like this warrant a special exception. Marketing and advertising are designed to make people want to buy your products. This commercial doesnāt just not make me want to buy Appleās products. It makes me not want to buy Appleās products, which is something altogether different. It turns me from someone who likes iPads into someone who is almost rethinking iPads entirely. Thatās not just a bad advertisement; itās a harmful advertisement. Appleās usually known for great commercials. The legendary 1984 Super Bowl commercial was, of course, their best. I thought āHello, Iām a Macā was absolutely brilliant. They have made some missteps along the way, but this one is really bad. Not even their nauseatingly preachy and woke āMother Natureā ad from a few years ago was this bad. Steve Jobs once said, āTechnology alone is not enoughāitās technology married with liberal arts, married with the humanities, that yields us the results that make our heart sing.ā My goodness, that last line alone is poetry itself! This ad seems to be Apple signaling that they donāt believe in that anymore. And I donāt think all this handwringing is an overreaction to where you could say āOh, cāmon, itās just a commercial! Whatās the big deal?ā It is a big deal. It tells you about the values of the company, and what they intend to communicate. Really, how is this the same company that used to sell iPhones by showing grandmas using FaceTime to connect with their baby grandchildren from afar during the holidays? Everything about it is wrong: even the thumbnail they chose for it (the bulging-eyed smiley face) and the fact that they gave it the title āCrush!ā It was fun to see the reactions to the video online today. I find it fascinating that Apple shared it on YouTube but turned off the comments. On X, Tim Cook shared it Tuesday, and the video, which so richly deserves to be mocked, is getting it in spades. Some people are calling it āanti-art.ā One user called it āsoul-crushing,ā which was about as literal and logical a response as youād expect. It turns out Apple actually made an announcement about the commercial. In response to the (apparently unexpected) poor welcome it got, Apple wrote: āWe missed the mark with this video, and weāre sorry.ā Lame response from a tone-deaf tech behemoth, but still, they hopefully got the message. Cāmon, Apple. I have seen the future, and this aināt it.](https://image.24vids.com/tw-1788740167194579387/media/GNLjSOOaEAAZ6VT.jpg)