“Apple can generally be relied on for clever, well-produced ads, but it missed the mark with its latest, which depicts a tower of creative tools and analog items literally crushed into the form of the iPad.
Apple has since apologized for the ad and canceled plans to televise it. Apple’s VP of Marketing Tor Myhren told Ad Age: “We missed the mark with this video, and we’re sorry.” Apple declined to offer further comment to TechCrunch.
But many, including myself, had a negative and visceral reaction to this, and we should talk about why. It’s not just because we are watching stuff get crushed. There are countless video channels dedicated to crushing, burning, exploding and generally destroying everyday objects. Plus, of course, we all know that this kind of thing happens daily at transfer stations and recycling centers. So it isn’t that.“