The Apple iPad Pro "Crush" ad controversy began with the ad's release on May 7, 2024, which featured a hydraulic press crushing various creative objects, symbolizing that all these activities could now be done on an iPad. The ad, intended to showcase the iPad Pro's capabilities, was criticized for its message that seemed to undermine traditional forms of creativity. High-profile critics like actor Hugh Grant and filmmaker Justine Bateman expressed their concerns, with Grant calling it "the destruction of the human experience, courtesy of Silicon Valley." Apple's VP of marketing communications, Tor Myhren, issued an apology on May 9, 2024, acknowledging the ad "missed the mark" and stating, "Creativity is in our DNA at Apple... We're sorry." Despite the apology, the ad remains online, but plans for a TV campaign were scrapped.
In this Heliophobian video, we analyse the online criticism and - if the title wasn't enough for you to deduce it - explain personally why I feel it's a massive overreaction.
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📷 Stock footage courtesy of Unsplash and Pexels
unsplash.com/
www.pexels.com/
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🎧 Background music: Voyage - Alone
Provided by Lofi Girl
Watch/listen: fanlink.to/3AM-Chill-Session
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📝 Sources: pastebin.com/7u4MKzyV
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0:00 intro
0:40 prelude
2:32 reaction to the ad
4:58 reactions on x/twitter and instagram
7:42 apple's grovelling apology/conclusion
8:34 outro
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⚠️ Disclaimers:
This video contains copyrighted material; the use of which has not been specifically authorized by the copyright owner. Under Section 107 of the Copyright Act of 1976, allowance is made for “fair use” for purposes such as criticism, comment, news reporting, teaching, scholarship, education, and research. Fair use is a doctrine in United States copyright law that allows limited use of copyrighted material without requiring permission from the rights holders, such as commentary, criticism, news reporting, research, teaching, or scholarship. See Hosseinzadeh v. Klein, 276 F.Supp.3d 34 (S.D.N.Y. 2017); Equals Three, LLC v. Jukin Media, Inc., 139 F. Supp. 3d 1094 (C.D. Cal. 2015).
The purpose of this video is to discuss or critique greater issues. The creator harbors no malicious intent. This video may contain jokes, satire, and negative criticism of other individuals and their ideas, but is intended as a platform to discuss or critique greater issues and does not constitute a personal attack or abuse of another individual. Viewers of this video are actively discouraged from engaging in harassment or abusive behavior toward other individuals. Links contained in the description are to be used to avoid plagiarism and misquotations by citing original sources.
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Topics covered: MKBHD, Apple, Epic Games, Spotify, Twitter/X (Elon Musk), Instagram, Linus Tech Tips, Hugh Grant (British actor), Hrithik Roshan (Bollywood actor)