Author: Masakazu Honda Editor: Toshihiro Yamada
Apple has been admired and respected for decades as a role model for forward-thinking marketing and advertising. However, the concept video that was shown at an important presentation held late at night on May 7, 2024, Japan time, caused an uproar.
The video in question is ”
Crush! | iPad Pro | Apple
.” The video had been viewed 2.5 million times and received 30,000 likes as of May 13th.
The content of the video is that in addition to the various tools used by the creators, such as musical instruments, art supplies, cameras, etc., products such as game consoles that have the functions that can be realized on the iPad are crushed by a huge press machine. The scene depicts the birth of the 5.1mm iPad Pro 13-inch model as a condensation of these.
Reactions to this video have been diverse, and are by no means only negative. Many people say they didn’t feel anything. However, many people who love music and have strong attachments to musical instruments seem to have watched this video with a rather sad feeling.
In the past, even if there was a certain cluster that strongly evoked such negative emotions, it might not have spread much. However, in the age of social media, such arrogant expressions probably no longer work. Bad publicity quickly spread, and Apple was forced to apologize two days after the announcement.
“Crushing” is a popular genre on TikTok
In fact, the trend of making videos of the phenomena that occur when crushing various objects with a press has become a popular content on TikTok. If you search for the hashtag “#hydraulicpress” you should be able to discover a variety of videos.
However, when a social media sender comes up with the idea of crushing anything with a press in order to make a funny, short video, Apple destroys a tool that is loved by the creators that it has always supported. It has a completely different meaning.
Many Japanese people expressed the opinion that Apple’s videos were “sad”. However, negative comments such as “It’s not comfortable” were also sent from countries other than Japan.
In Japan, comments continued to build on the negative opinions. There have been a number of comments on social media expressing displeasure over Apple’s expressions, and a phenomenon that could truly be called an uproar is occurring.
There were many opinions, both in Japan and overseas, that viewed it as a method of visual expression, but many of those opinions were drowned out by the voices saying it was uncomfortable. For example, in response to the apology comment, one American journalist commented as follows:
“The iPad (though destroyed) encapsulated the concept of having everything and being the thinnest. If Apple’s goal was to use AI to take away creators’ jobs, then the product being destroyed was a different product. Creators around the world need to take a deep breath and understand that this is an expression of the creation of a new type of paintbrush or musical instrument, and is not meant to take away jobs.
There were no negative comments at the London event.
Given the lack of background information, it was difficult to take a positive view of the situation.
The author (Masakazu Honda) directly attended the Apple event held in London, but I did not see anyone voicing any negative opinions there.
At the event, various new features to support creators were introduced. They do not necessarily mean that everything can be solved by computers. I felt that the intention was to create an environment where creators could concentrate on creating new creations by using new computer technology, such as AI. That’s why, after attending the event and watching this video on the spot, I don’t think I got the impression that Apple was disrespecting creators.
For example, the new Apple Pencil Pro is a revolutionary device that creates a variety of touches with a single brushstroke, providing a new means of expression for creators who are creating their own new expressions.
The new iPad Pro also provides professional tools for creating videos and music that make full use of AI, providing unprecedented production methods. There was a strong sense of respect for analogue expression, as well as a desire for efficiency in digital expression.
Therefore, when I watched that video, I felt that in today’s society, where there are fewer opportunities to come into contact with and utilize the tools of creators that have been used to perform analog expressions, it is becoming more and more free. I understood that he was trying to express that a 5.1mm thin tablet is a new tool for expression.
However, if you look at the video alone, it certainly has a strong impact. Apple fans who only saw that video have helped create many works of art through tablet devices that have simply become more powerful. It could be forgiven for being seen as nothing more than crushing and destroying analog tools.
Frustration with soaring product prices
There is another factor to consider. Although there were opposing opinions all over the world, one of the reasons for the strong halation in Japan cannot be ignored: the recent drop in the price of Apple products due to the weak yen.
The new iPad Pro has great features and specs, and the applications announced at the same time seemed to offer greater value and ease of use than ever before at the local presentation. In dollar terms, it’s a clear evolution that allows for more expression at the same price point, and a big incentive to upgrade from the previous generation.
However, he says he thinks about the impact the new iPad will have on the market and how it will allow creators to express themselves more efficiently and freely. Although its great features remain the same, in Japan it has been priced at over 150 yen to the dollar, a depreciation of the yen that has rarely been seen in recent years.
After all, the 13-inch iPad Pro has become an expensive product, reaching a price approaching 500,000 yen when the necessary options are included. This will leave little opportunity for young students, who will become the next generation of creators, to come into contact with it.
With this new product announcement, the iPad Air lineup has been expanded, allowing you to enjoy the essence of the iPad Pro at a reasonable price, but I’m sure I’m not the only one who feels that the hurdles to creating using the iPad are still too high.
Apple has set a reasonable price for the iPad Air, a mainstream product, at less than 150 yen per dollar. This may be due to Apple’s concern for the Japanese market, but there may still be an increasing number of people who have a negative impression of Apple.
Why did Apple apologize?
Considering Apple’s long history of working with music and video creators, it can be said that this incident was a surprise, but unusual situations continue to occur. As mentioned at the beginning, Apple issued an apology two days later.
Tor Myhren, Apple’s vice president of advertising, made the following comment via AdAge, an American advertising media outlet.
“Creativity is in Apple’s DNA, and designing products that empower creators around the world is very important to us. Our goal is to help users express themselves and share their ideas through iPad. We’re always celebrating different ways to achieve this. We’re sorry we didn’t hit the mark with this video.
Apple has also declared that it will no longer use the footage in TV commercials. However, the video has not been deleted from YouTube. It appears that the marketing staff within the company are not on the same page as to what to do with that footage.
I don’t think an apology should have been issued. That’s because that expression was not simply created by an advertising creator in charge of marketing. Not only did Apple’s advertising staff approve it, but ultimately all of Apple’s executives viewed the video positively.
I think that’s why it was used to introduce important products. If that’s the case, shouldn’t we communicate in a way that seeks understanding by carefully explaining the meaning behind that video?
I think Apple should have stood by those who aroused negative feelings over the destruction of their precious tools and musical instruments, and communicated why they came up with this expression. .
By the time you get to this ad, you must have gone through a huge process. The decision to withdraw the ad after just two days, while ignoring the discussion in the decision-making process, has further damaged trust in Apple.
Of course, he may not intend to end it with an apology. In the future, there is a possibility that Apple executives will have a chance to explain how they created that ad.
But what’s clear is that even Apple, the most adept at marketing, makes mistakes like this. Apple has enjoyed a long run of extremely strong business results, but the company has always prioritized the image it established during troubled times, as a company that exists for progressive creators.
He has paid close attention to the fact that he is not an arrogant or arrogant figure, but rather a supporter of the creators. The brand image was seriously damaged. Although it appears that the fire has been extinguished, this issue will be remembered as an incident that had a major impact on the Apple brand.