Apple apologises after iPad advert backlash | BBC News
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- Опубліковано 5 вер 2024
- Apple has apologised after a backlash over an advert that showed objects, including musical instruments and books, being crushed by a hydraulic press.
Apple said the advert fell short of its goal of empowering and celebrating creatives, in a statement released to marketing publication Ad Age.
The video was meant to demonstrate how creativity has been compressed into the latest iPad.
But celebrities including Hugh Grant and Justine Bateman reacted with horror to the destruction shown in the advert.
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Apples "apology" is just another Ad to let you know there's a new iPad.
They didn't get it "so wrong" this is all free publicity. The media are all being played like a fiddle.
Correct, I didn't even know about it before this "scandal". Then again, only idiots buy icrap, so no hard done for smart humans. Also, this idiot reporter had zero good manners towards her guest. Disgusting.
Edgy sells.
Wrong, and a very dumb take by someone who has obviously not worked in a large organization.
They don’t want to look like idiots, which is what they look like. To think that someone proposed that they make a commercial to seek negative publicity and that this was roundly approved and that shareholders will be delighted. I guess everything is a conspiracy for you and nothing ever happens by accident or incompetence?
What a dumb ideal! Who on earth don't know an iPad? Now you see the ugly impression of the iPad
The problem is they’re try to sell iPad Pro to pros. Crushing the tooks that pros used a lot is not a good impression.
This woman sounds like those TikTok text to voices
Its true 🤣
watch the Movie "Eyeborgs" 😎
She is Ai
@@SPARTAN.JEROME-092behave
@@SPARTAN.JEROME-092wait really? On the official BBC channel?
How ridiculous this world is becoming
You haven't seen anything yet.
i'm gay
@@BenQotsa Have a cookie.
It's always been rediculous
When was it not ridiculous?
How does the person being interviewed have better lighting than the studio reporter?
Lol
"Shot on iPhone 15 Pro" 😂
Ha ha true
Omg 🤣🤣🤣
Because we're having blinding weather in the UK ATM.
The fact this is being discussed means the ad works. Move on.
BBC is probably on the payroll these days, too. It’s deliberate.
It's worth discussing actually. The commercial is beyond cringe
Ad is crap, like Apple products!
No it does not, quiting Apple for good...
As if Apple needs to double down on it's ad efforts...
an ipology?
LOOOL underated comment
Why even have a guest on for their opinion, if you won't let them finish a thought lol.
Talk about corporate disconnect.
Because the BBC is still a TV chain and they are trapped in the past, where they need to cover specific time constraints for commercialization
Imagine being “outraged” over this. What a non story this is.
Regardless of your opinion, I found the ad to be odd and distasteful. I don't give two effs about thumbs up.
Even when I was watching live, in the first 2 seconds I felt a significant sense of uneasiness and a sense of apples lack of care towards things we have built over several centuries. Especially when Apple advertises heavily about its care for mother nature. I just feel they could have created the ad differently to make the same point. I am an Apple fanboy and use AI for my daily work. So new tech is not alien to me
@redg2197it is a cool ad, but given the current context of AI killing art and human experience, this is a wrong ad to make. Not the destruction part of it. I wonder if they did it on purpose or not, but I'm guessing not.
Obviously you don't value precious things. You probably can't be bothered recycling or believe in global warming.
@redg2197 I think in these times, it's not far. This is already happening, AI is taking away artists jobs to create soulless "art", also by stealing data from existing artworks. You haven't been exposed to that problem enough yet, so you don't look at this ad like me or many other people. All depends on our experience.
The ad is actually pretty
cool.
I agree
Ad is crap, like Apple products!
Awesome ad! Apple products are actually very good imho.
Ikr. People get offended so easily these days.
Cool ad
Hate the message tho
The creatives vs the non creatives in the comment shows a striking contrast in opposing opinions.
People are getting offended over advertisements nowadays... Sounds about right for 2024.
It’s not that surprising, AI has people in creative industries rightfully scared.
Yes because never in history has there ever been a controversial advert until just now
Great comment 👍
Corporate America is going to replace whatever you do for work with an automated system that does it faster and better. This is what my AI thinks of your comment. It was written in three seconds.
While it's true that people often express strong opinions about advertisements, this particular backlash reflects deeper concerns about respecting the cultural and emotional significance of items like musical instruments and books.
These objects aren't just commercial products; they carry immense value as carriers of history, creativity, and human expression.
Thus, the reaction isn't just about being offended; it's about advocating for the thoughtful portrayal of what many perceive as sacred elements of human culture.
@@explorer47422 And people have never been offended before :-)
What happened to british accents on BBC?
I don’t think it matters as long as they’re reporting news
This is the new BBC accent, it’s called the ‘TikTok accent’.
DiVEr5iTy :)
@@brunofernandez3117 sh
@@emptyhad2571 It matters..
For me this commercial shows we’re living in a throw-away society strongly influenced by consumerism.
Onestly the ad isn't that bad, the only problem it has is that it shows things breaking, if insead of using a real press they put everything in a box and make it smaller by using cgi and then the box opens up containing an ipad nobody would be mad
You might be onto something here. The imagery of breaking while crushing evokes destruction than creation. The angle they needed to go is more towards shrinking like "Honey I Shrunk the Kids" or compact in a nice & tidy fashion like Tetris. heh.
The whole video is CGI.
H
Ad is crap, like Apple products!
If it you can tell that it’s real, why would you want to replace that with CGI?
Very rude to interrumpt your interviewee. It's so stupid to reduce all the issues and topics to just a couple of minutes.
is this news or just another ad? why does she smile like that?
There are no bad promotions... This outrage saved millions for Apple and reached people who otherwise wouldn't have seen the commercial.
In other news I traded my iPad in for learning a real instrument 🤟
Hell yeah brotha :D
The news reader seems to be happy about it
This News anchor sounds and moves like an AI avatar. What's happening here😅
It's also worth pointing out that all those creative 'tools' they destroyed cannot be operated directly by Ai!
People will get enraged over an ad and say something but remain silent over escalating prices and crime.
People are not silent about those things, the media just does not cover them for fear of causing the regime actual problems
tu quoque fallacy
BBC... hire a decent editor for Christ's sakes.
It was a misstep in advertising, but Apple continues to make superior products.
They crushed every single thing but not the Calculator.
i think it was the imagery of is being crushed and destroyed rather than it just being fit inside the ipad
Even just from a wastage perspective, I didn’t like it
This is CGI (a cartoon).
We can say “oh how ridiculous”
Apple says sorry
Sales will continue as normal
Apple sales for their over-priced tech, have actually been steadily dropping in recent years!
Dumpster fire culture.
Damn they cut this old guy off lol 3:38 He said too much 🤐
I really like the new iPad Pro. The “crushing” theme of the ad is because it’s only 5 mm thin.
Thank you so much for explaining, it was so hard ti understand.
Where did the BBC find this valley girl?
Yeah, like, you know.
shes so annoying
way too cheery
@@maverick214 🤣🤣🤣🤣
@@sucknorrisatchuckboris2713 very unlike our news 😭
It's just a ad snowflakes
it's just an ad boomer
People are real and like real things.
Well, the ad doesn't exactly show stuff being bundled into an iPad - it shows all kinds of art and instruments being destroyed.
One question…. Who gives a fuck? It’s just an advert
Sadly we live in a ridiculous world where everybody gets offended for something
which is what im trying to figure out, why is everyone's panties up their crack over an ad about things being broken??? wtf??
Still it's a depressing ad designed to crush the value of our culture, values and hobbies and make them replaceable by an ipad.
@@oliverhopkins8074wrong, it’s just a damn advert. That’s like saying the Coca Cola Christmas ad is designed to force the ideology that Santa Claus is a large white man with a beard…… you do realise how ridiculous your comment sounds. It’s an advert and there’s been millions of adverts over the years depicting all sorts of random crap. All of them designed to do nothing more than advertise a. Product.
@@oliverhopkins8074 lol 😂
People missed the entire point of the ad
If they missed it, the add did not work.
If they reversed the ad and started with the iPad and then the press was in reverse it would be perfect.
As much as I enjoy using Apple products , this does rather epitomise the attitudes of Big Tech corporations to the material world and those of us that live in and love real world things. Back off, pay us some respect and know your boundaries!
how did they get it wrong? because tim is an accountant.
And he still miscalculated.
This ad is very disrespectful torwards tradional mediums still relevantly used to produce visual/ perfoming arts. If the battery dies, your ipad login is disabled, misplaces, stolen, and or it breaks and you do not have warranty, your expensive digital art tool becomes useless.
If ur traditional medium of art is misplaced, stolden or breaks , it becommes pretty useless tpp
Seeing an ad or commercial is one thing - swallow the bait, hook, line and sinker - and actually BUY a product is another...
Didn't buy Apple in the past, don't have the wish to do so in the present or near future.
The add is cringe and total lack of taste. Steve is spinning in his grave.
As a long term Apple user, watching the culture at the consumer end being increasingly confined, captured, dictated, this advert perfectly visualises the true modern evolved culture of Apple and all big tech companies. Simple things I could do for free on my purchased software and tech, simple very day things, now require a month subscription and cost on top of initial purchases. A $Trillion dollar company is a million lots of a million dollars. Out of balance, too much control, not good for humanity.
Apology? The ads still there 😂
Is it too late to return my 2 year old iPad?
It's probably obsolete by now.
OK. OK. This says a lot about apple corporate culture, vision of the world, and vision of their users. Think that there are been hundreds of apple people involved for months in the definition and making of this, with many stepspfmanagement validation "yes, this is what we want to do". Well, I think different from them.
We now get offended for inanimate objects. Guys it’s clear what the advert was my goodness
No it isn’t
Yup. But they ignore us and focus on the negative minority.
it's perfectly clear. stuff was getting crushed.
@@prismaticmarcus no, it's clear that it was look at all the stuff you can do, music, art, research books games etc that you can do squeezed into something so tiny and light. Come on. People are trying to read between lines that aren't there
Or "Look at all the culture we've managed to crush. Buy our iPad to go digital and CRUSH physical." Apple will never learn. They are still fighting Right to Repair@@alunlloyd9812
it is objectively bad marketing. trying to sell iPads with… the destruction of all things? what?
Wth… “outcry…??!”
You don't need to apologize Apple. I cant believe that I am on your side this time.
People need to lighten up. Jesus.
One focus group would have prevented this catastrophe.
This is the reason why I stuck with Samsung
"Think Different"
The reason why I believe people hated it is because of how unhappy they are with the product apple products in general. If this was Steve job or Elon musk they would eat it up. Instead Tim Cook who is more interested on stripping down features and making money, rather than innovating and proper upgrade then post something that can be sum into egotistical. Just wanna say I don't think people like Tim Cook as a CEO and thats coming from an apple hater.
the ad itself is a piece of art
People will complain about anything
Very distasteful ad indeed from our beloved Apple! We don’t expect that type of messaging from their marketing teams. No need to be promoting the destruction of long held traditional instruments and even what might be a little rubber doll for some child. We know the digital era is on us and accelerating, however many artisans rely on time held traditions for their livelihood, whilst looking to embrace digital tools. Apple ought not to be “rubbing” it in their faces.
The ad is succeeding. People are paying attention.
I'm amazed if people are actually offended as if there's nothing better to be upset about... I guess as an ad it worked.. it made someone who doesn't care too much Apple watch an interview about an Apple ad.
People are snowflakes, people acting like the skip doesn't exist, I clearly see the artistic meaning of the advert.
It was an ad to visually indicate how some of these features can be done on the device. It was not representation of destroying analogue industries or jobs or industries - people have no common sense
how much free publicity is Apple going to get from this so call "backlah"?
Working as intended. Publicity geniuses.
People need to stop being over dramatic
Oh my god! You are so right!! Why do people get so carried away with how they feel, it makes me want to scream!!!!!
There would of been many people involved in the making of this advert. From inception, approval to creation and not one person thought oh this might look bad? 🤔
Correct, no advertising-creatives were harmed or used, in the creation of this crappy ad!
qualifying it as 'bad' in how it 'looks' is poisoning the well - if you never caught on to the visual pun, then maybe you dont get the humour of packing so much into a suitcase it takes a hydraulic press 🤣 - to empahasize the point that no device has been thinner than this ipad - i used to carry a FILM camera, a palm pilot, a startac flip phone, and now this thing is faster and with better cameras than any of those. its quite amazing. to misconstrue this as some sort of oppresion of culture is perhaps a projection of an engrained frame of mind in your way of looking at things. 🤷
This reminds me of the following meme:
Poet: The curtains were blue.
English Teacher: Here, the colour blue expresses the poet's sorrow. How he is no longer the person he once was and he regrets it.
What the poet meant: THE CURTAINS WERE FRICKING BLUE!
(Absolute stupidity by the media. And absolutely brilliant move by Apple - not getting into trouble by apologising and getting free publicity from media houses too. LOL)
This ad is getting a lot of attention. Job done by Apple.
This was one of the few honest ads I have ever seen.
I’m sorry but who is this woman and why is she talking like that? It’s almost like a spoof
Straight up parody!
In fact, no advertising-creatives were harmed or used, in the creation of this crappy ad!
People need to get out more
Why did they apologize? Probably to get more advertising
No apology needed.
Its not that deep lol
This ad wasn’t tone deaf, people just chose to spin it in a negative way. People chose to have hurt feelings for nothing…
I think this iPad commercial is full of creativity and more creative than those critics who think they are offensed.
"Apple products make your culture thinner and thinner. " message has been delivered very well.
1:25 "not being aware of the anxieties of their own community"
... I think this really sums up the type of society we are living with. All this mental fragility and the opportunity to get offended by everything.
The woke keyboard warriors out for justice again complaining on their Apple Macs and iPhones
Where is geert wilders
Annoying that a small amount of Twitter trolls shape public opinion.
if u mute the first 29 secs you won't realise if this is a tv news section or an erotic movie scene, try and prove me wrong, the girl has next level expressions 😂
Has the BBC adopted AI presenters?
Really?! Do they want Apple to apologize? Jeez! Do the people who complained about this ad not use Apple products?
Y’all have too much time bruh, it ain’t that big of a deal
why do people care
It's obviously a computer generated animation.
Not a single of of those products were destroyed.
You wouldn't believe how good renderers are those days, in the XPU / RTX era.
Bad or good it is a massive ad for Apple 😂😂😂
I’m sorry but this is the most pointless reporting I have seen in a long time. Anyone who watched the advert would understand what Apple was trying to portray.
no
the point of annoyance is not in the feeling of artists
but in the pure waste of those artistic tools
especially when thet are sacrified for one of the "greenest" tech firms on the planet
while i was watching the ad in the event i had to ask myself "is this truly from APPL in 2024? for real? where's tim kook?"
so sorry for him to have said go ahead for this wasteful and notworking advert
bbc, this apple has many worms
also I don’t see a problem with the ad
Guys grow up its just an ad. Dont be sensitive about everything.
man if only the ads were played in reverse 😂
I fail to see what the problem is
Well, destroying a lot of stuff all at once for just making an ad isn't a good idea. Apple could've donated that stuff to people in need. 😅
Oh no a book got crushed such horrors
Oh shut up. Seriously? Apple doesn’t need to, and shouldn’t have, apologized for this. FFS.
is this interview ai
Apple should apologize for existing.