You might not believe me, but I haven’t seen the Apple ad that everyone is hating on. I actively avoid ads of all kinds and refuse to open websites that are little more than shills for whoever is paying for the advertising. That aside, the description of the current ad — that Apple has already apologized for, I’m told — would certainly make me less likely to deal with the company that produced it:
Not since Kendall Jenner slipped away from a modeling shoot to defuse the tensions around a Black Lives Matter protest by handing a can of Pepsi to a riot cop has a mainstream ad campaign generated as much hostility as the just-released spot from Apple pitching the arrival of the thinnest iPad ever.
The ad was shared on Twitter by Apple CEO Tim Cook, who implored potential customers to “Just imagine all the things it’ll be used to create.” The clip shows a huge hydraulic press slowly crushing a bunch of old analog-era creative tools and treats, including a trumpet, an acoustic guitar and a piano, a record player, a camera, an old stand up arcade game, some rubber squeeze toys, and a bunch of paint cans. Then it pulls up to reveal the new, ultra thin iPad Pro, which has assimilated all of these things like some flatland Borg.
You can see what Apple was going for here – all these old, bulky, single purpose tools and playthings are now available at your fingertips, in a package no bigger than a magazine. It’s an upgraded version of that old meme that used to go around about everything that used to be literally on your desktop – phone, typewriter, file folders, fax machine, and so on – is now digitally sitting there on your computer desktop.
People got it all right. The response to the spot was immediate, visceral, and vicious. They hate it.
How did Apple go so wrong?
The most salient feature of the western mind’s relationship with technology is the ambivalence we have felt ever since Prometheus stole fire from the gods. On the one hand, we can now cook our food and keep ourselves warm. On the other hand, who knows where this will lead? Have we unleashed forces that will lead us to our destruction, or at least, lead us away from our true, authentic, selves? We love technology but we fear it, and the pendulum tends to swing from one extreme to the other depending on a host of factors, the most important of which is probably the rate of change and innovation. The faster things move, the less time we have to adapt, and we fear what is being lost more than we appreciate what is being gained.
We are living through a period of what is for most of us unprecedented technological change, where the threats – to both humanity, and to our humanity – seem more urgent than they have in decades, certainly since the advent of the nuclear bomb. Whether it is the sudden fears over AI or the rising moral panic over smartphones or the leery way we look at self-driving cars, there is a firm sense that things are just happening too fast, that the old is being replaced by the new in ways we are barely able to process, let alone control.
Update, 17 May: Samsung picks up something from the wreckage:
The publicity error was compounded by a frenzy of critical mainstream media coverage accompanied by celebrities expressing their outrage at the ad. But Samsung was not ready to let it lie.
The South Korean consumer technology mega-corp posted a short video on Twitter — which now calls itself X — accompanied by the hashtag “UnCrush”.
It shows a young woman walking into what appears to be the wreckage left behind by the Apple ad. Picking up a badly damaged guitar, with strings missing and holes in the body’s soundboard, she nonetheless sits down to play, reading music from a Samsung tablet.
“We would never crush creativity,” Samsung says in the social media post.
It might be a cheap shot, but it is one that is bound to sting for Apple.
