Apple has recently come out with an ad for their latest product, the ultra-thin iPad Pro. The ad features a large number of objects of creative and cultural significance, like a record player, a typewriter, piano, a TV, trumpet, guitar, cameras, books, paint cans and tubes, and an arcade game machine — all getting crushed together inside an industrial press.
Suffice to say, this did not sit well with many people
The ad titled ‘Crush’ showed a giant press crushing instruments and art supplies, which clashed with the iPad’s usual image as a tool for artistic expression.
Viewers felt the ad not only failed to inspire creativity but actively disrespected artistic endeavors and the value placed on physical creative tools.
The negative undercurrent went even further for some, who interpreted the ad as promoting a purely digital creative workflow. This sparked concerns about neglecting the importance of traditional creative mediums and the tactile experience they offer. The backlash was swift and strong. Several celebrities, such as Hugh Grant and Hrithik Roshan also voiced their disappointment and anger over the ad, criticizing the it for its negativity and its seeming disconnect from the core values Apple typically represents.
The backlash reached to such heights that Apple was forced to apologize and pull the ad altogether.
Some say that Apple was always aware that this ad heavily relies on shock value, but ultimately they may have bitten off more than they could chew.
Read more here: https://www.hindustantimes.com/entertainment/bollywood/hrithik-roshan-calls-apple-s-controversial-new-advertisement-sad-and-ignorant-101715353786737.html