Apple is apologizing for its advertisement showing a hydraulic press crushing musical instruments, art supplies and other culturally symbolic objects, then opening to reveal its latest gizmo. Message: All creative endeavor can be compacted into our amazing little product.
The ad, aired only on its YouTube channel, has been seen more than 1 million times.
People who create things other than electronic devices were not amused, a problematic reaction in that creative types are among the prime potential purchasers of the product. A corporate officer admitted that the ad “missed the mark.”
This is hardly the first time a new product has been promoted by showing the destruction of old things. The template, to my eyes, was an ad showing a motorcyclist crashing through a wall onto the stage of a chamber-music recital – leather-clad young hipster scattering tuxedoed old guys. This aired, what, 20 years ago? I’ve forgotten what product was being touted, but I’ll bet you can find it now at thrift stores and yard sales.
The Apples of this world should know this, seeing as how they render their own new stuff obsolete every year or two.
Letter V 