How Did "Crush" Ad for Apple's iPad Pro Go So Wrong?

 Here it is: "Crush," the ad for Apple's iPad Pro, that is triggering horror on X. 

It signals the destruction of the art forms which have been created by human beings. We assume that in their place will be "works" totally created by technologies such as AI. 

No where does the message come through that the upgraded iPad Pro, with the M4 chip (thinner than an iPhone) will be the go-to tool for us human artists. 

The timing is also so off. The ethos among artists as well as commercial content-creators is high angst: Will sophisticated technologies like AI wipe out our missions and our jobs?

Question: How did this get all the way through the marketing process at Apple?

UPDATE:

Apple makes an apology for the "Crush" promotion. Read more about that in Financial Times.

In most cases you have only one shot in communications. Jane Genova is a communications coach and content-creator. Complimentary consultation (please text 203-468-8579 or email janegenova374@gmail.com)


Comments

Post a Comment

Popular posts from this blog

Harvard/Columbia Law Students Made Their Point, Davis Polk Rescinds Their Jobs

Image
"Davis Polk & Wardwell rescinded job offers to three law students at Harvard and Columbia universities after organizations they were part of made controversial statements about the Hamas attack on Israel ... they were leaders of groups that signed on to the Joint Statement from Palestine Solidarity Groups at Columbia University and the Joint Statement by Harvard Palestine Solidarity Groups on the Situation in Palestine."   Bloomberg Law , October 17, 2023 Davis Polk did not provide the names of the students. Could privilege be part of the reason the students who made the statements might have been unaware of the potential for severe consequences? In the hood as well as lower middle class neighborhoods we were totally aware of the correlation of what came out of mouths and employment and even survival. I got down cold not to mouth off. Legendary were tales of what happened to those who did shoot off their mouths.  The clients of law firms could be among those who are creat
Read more

The Two Letters - Being from Ethiopia Doesn't Get Melat Kiros Off the Hook from Understanding the Implicit Employer-Employee Contract in America

  That first letter.  It had been sent from a number of law firms - ranging from Sidley Austin to Sullivan & Cromwell to Paul,Weiss - to a number of law school deans. As many interpreted that communication it seemed to contain a veiled threat that if perceived antisemitism wasn't stopped recruitment at those law schools could be. I experienced the tone and content as, well, heavy-handed. And I have said just that in public venues. But I no longer do contract communications assignments for law firms. No residual looping remains since I have changed careers.  When I did do law firm assignments, such as for Paul,Weiss, you bet, I avoided any tone or content even in non-related material which could throw shade on the clients. That's the way it goes.  Since before doing assignments for law firms I had worked full-time for the Fortune 50, from the get-go I got the "it" - no open disagreement with those who sign the check. In fact, the "approval channel" is
Read more

From Watergate Glam to Offering Buyouts to Reduce Manpower By 240: The Washington Post

It's another sad day in what had been glam.  The Washington Post announced its plan to downsize manpower throughout the organization by 240. That will start with buyouts.  CNN admitted it's not ready for the future. The Wall Street Journal has gone part pop culture to attract a younger audience. The average age of its reader is 59. We already know ABC probably will be up for sale. Establishment media is making its point: Its existence is uncertain. What could replace it could be digital apps on phones. Public relations folks will pitch their clients' stories to the apps. Or maybe PR also will go poof. Everyone will be an influencer. Data or the gut for your careers and communications? Both of course. Complimentary consultation with intuitive coach, content-creator, and Tarot reader Jane Genova (text 202-468-8579, janegenova374@gmail.com ).
Read more