The deep-seated disgust many felt towards Apple's latest iPad Pro commercial is understandable. A montage of cherished creative tools—a piano, paints, a record player, etc.—being obliterated by a hydraulic press is an alarming image. Especially considering the piano's potential lifespan dwarfs the fleeting relevance of a new gadget.
The message we got was this: Apple, a tech giant, is crushing everything beautiful and human in favour of a sleek, but ultimately disposable, device. They wanted us to think about the device's thinness—one of its biggest selling points—but it came at a cost of what looked like we're going to destroy everything else you use for creativity and expression.
The ad's tone-deafness is compounded by its narrow view of technology. New doesn't always equal better. There's a place for the "crushed" technology: a TV offers a more enjoyable viewing experience than an iPad for stationary use. Record players provide a unique physical experience and foster social interaction at record stores. Arcade games create shared social experiences.
The iPad, at its best, complements these experiences, not replaces them. Imagine a professional carpenter relying solely on a multi-tool. While an iPad can be a powerful creative tool, it's unlikely to replace an entire artist's toolkit.
This ad reflects a concerning trend in Silicon Valley—a disdain for the past, seen as outdated rather than valuable. This mentality is partially driven by the need to constantly sell new products. Building a durable device wouldn't incentivize frequent upgrades. Apple, in fact, has a history of planned obsolescence, like deliberately slowing down older iPhones, and making repairs difficult.
The commercial portrays technology as disposable, a sentiment underscored by the lack of reaction from Apple during the ad's creation process. Reza Sixo Safai's reversal of the ad, where creative tools spring from the iPad, highlights the missed opportunity. The iPad's creative potential could have been the ad's focus.
Apple eventually apologized, acknowledging they "missed the mark." Creativity has always been central to their brand, and the iPad is designed to empower creators. Unfortunately, the "Crush!" ad did the opposite, alienating a core audience.