The advertising for the iPad Pro M4 was not to everyone’s taste. In question, the way in which Apple chose to illustrate the fact that its tablet was capable of all possible creative tasks.
- “ Crush symbols of human creativity and cultural achievements to please professional creators, it’s nice “.
- “ The symbolism consistent to indiscriminately crush beautiful creative tools is an interesting choice “.
- “ In addition to destroy musical instruments and cameras, Apple’s videos feature several scenes involving the destruction of objects with “human qualities “.
- “ Jobs would never approved That. This expresses contempt for tools and the arts. I suspect it’s unintentional, but it’s in bad taste. »
- “ Many craftsmen value their tools. Musicians value their instruments, architects value their rules, painters value their brushes and painting materials more than life itself. The video you presented “all in one”, but it will only disgust them. They may never want to interact with your business again. Your predecessors showed us their dreams, you showed us our nightmares. »
And that’s just a small sample. replies to Tim Cook’s tweet which yesterday announced the new iPad Pro M4 range. Tablets that are ever more powerful, but which, this time, are also the thinnest ever designed by Apple. The iPod nano was called up during the keynote to show that it itself was thicker than the 5.1 mm of the 13″ iPad Pro, which took the crown of the thinnest Apple product ever to leave its factories .
@apple The all-new iPad Pro. Thinner than the iPod nano. #iPadPro ♬ original sound – apple
To illustrate this performance, Apple created an advertisement — called “Crush!” — in which an enormous industrial press mercilessly crushes a collection of various objects: piano, paint bombs and cans, metronome, trumpet, turntable, sculpture, guitar, drums, camera, drawing table, architect’s model…
While the press has finished its work and it is dripping with traces of paint – some will perhaps see in it, moreover, the metaphor of a bloody altar? — she gets up. The scene of destruction has disappeared, replaced by a small flat object: the iPad Pro. The message is simple: all the creative power of these physical and analog objects can be contained, compressed, in this tablet just over 5 mm thick.
Whether an iPad can fulfill the role or replace some of these devices is not discussed or hardly discussed. But the other way of seeing this message is that we can afford to destroy these tools, without mercy or regret – in the big press, the better to bring them back to life in the form of a single all-in-one electronic tool. A. Everyone, depending on their sensitivity, will appreciate this advertising differently.
This controversial debate is reminiscent of another. We have to go back to the days of MP3 and the first iMacs equipped with a CD burner. The clip “Rip. Mix. Burn” (2001) showed a group of famous singers gathered on a stage. A young man made his choice of songs with them with a view to recording a compilation.
The scenario of this advertisement was very badly taken by the record companies who had thrown themselves into the battle against MP3. Apple didn’t yet have the iTunes Store to rub them in the right direction. Looking back, the very participation of these musical figures seems astonishing. This advertisement had the gift of annoying the former boss of Disney, Michael Eisner, who cited it as an example of encouraging piracy and the destruction of an industry, also creative.