{"id":25366,"date":"2024-05-10T09:40:23","date_gmt":"2024-05-10T00:40:23","guid":{"rendered":"https:\/\/designcompass.org\/?p=25366"},"modified":"2024-05-10T09:40:26","modified_gmt":"2024-05-10T00:40:26","slug":"crush-ipadpro-ad","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2024\/05\/10\/crush-ipadpro-ad\/","title":{"rendered":"iPad Pro Advertisement: Crush! on Apple&#039;s lack of insight."},"content":{"rendered":"<p>Apple released a video called &#039;Crush!&#039; promoting the new M4 iPad Pro, which was unveiled last Tuesday. A variety of objects are placed in the dark, huge space, including a piano, record player, sculpture, paint, and television. A huge iron plate hovers uneasily above the objects. A hydraulic press slowly lowers the song &#039;All I ever need is you&#039; by Sonny &amp; Cher on the record player. The trumpet gets crushed and the paint can explodes, splattering everywhere. Objects symbolizing various human creations break, are crushed, and explode. The hydraulic press has been completely lowered to the point where there is no visible gap, and what remains is the new iPad Pro.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Crush! | iPad Pro | Apple\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/ntjkwIXWtrc?start=22&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-1024x576.png\" alt=\"Crush! \u00a9Apple\" class=\"wp-image-25368\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-1024x576.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-300x169.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-768x432.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-1536x864.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-18x10.png 18w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-924x520.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-671x377.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-1320x743.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05-600x338.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-05.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Crush! \u00a9Apple<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-1024x576.png\" alt=\"Crush! \u00a9Apple\" class=\"wp-image-25369\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-1024x576.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-300x169.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-768x432.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-1536x864.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-18x10.png 18w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-924x520.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-671x377.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-1320x743.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07-600x338.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-07.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Crush! \u00a9Apple<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-1024x576.png\" alt=\"Crush! \u00a9Apple\" class=\"wp-image-25374\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-1024x576.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-300x169.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-768x432.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-1536x864.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-18x10.png 18w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-924x520.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-671x377.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-1320x743.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09-600x338.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-09.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-1024x576.png\" alt=\"Crush! \u00a9Apple\" class=\"wp-image-25370\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-1024x576.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-300x169.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-768x432.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-1536x864.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-18x10.png 18w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-924x520.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-671x377.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-1320x743.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11-600x338.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-11.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Crush! \u00a9Apple<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-1024x576.png\" alt=\"Crush! \u00a9Apple\" class=\"wp-image-25371\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-1024x576.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-300x169.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-768x432.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-1536x864.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-18x10.png 18w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-924x520.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-671x377.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-1320x743.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13-600x338.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-13.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Crush! \u00a9Apple<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-1024x576.png\" alt=\"Crush! \u00a9Apple\" class=\"wp-image-25372\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-1024x576.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-300x169.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-768x432.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-1536x864.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-18x10.png 18w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-924x520.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-671x377.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-1320x743.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15-600x338.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-15.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Crush! \u00a9Apple<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-1024x576.png\" alt=\"Crush! \u00a9Apple\" class=\"wp-image-25373\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-1024x576.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-300x169.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-768x432.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-1536x864.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-18x10.png 18w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-924x520.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-671x377.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-1320x743.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17-600x338.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-17.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Crush! \u00a9Apple<\/figcaption><\/figure>\n\n\n\n<p>It is a metaphor that a variety of creative activities can be performed with just the iPad Pro. But the reaction was cold. There was strong protest from various creative groups and media, and Hugh Grant responded by calling the ad \u201ca destruction of the human experience.\u201d Ultimately, Apple&#039;s Vice President of Marketing Tor Myhren said, \u201cOur goal is to celebrate the many ways users bring themselves and their ideas to life on iPad. I missed the mark in this video. \u201cI\u2019m sorry,\u201d he apologized and canceled the TV commercial.<\/p>\n\n\n\n<p>Apple was too oblivious this time. With the recent development of AI, the fear of \u2018unemployment\u2019 has become higher than ever. In this situation, the video of technology destroying an object that symbolizes human creation and only the iPad Pro remaining feels direct rather than metaphorical. It reads as if Apple intends to destroy and conquer humans with technology.<\/p>\n\n\n\n<p>The same expression is received differently depending on the context. This is a method often used to express performing multiple functions with one device. There is also a similar video made by LG 15 years ago. But then and now are different. Instead of condensing creative activity, what it destroys has become more prominent. Rather, I think the &#039;Desk Evolution&#039; video from 9 years ago is closer to the intention.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"TV advert 30sec - LG KC910 Renoir\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/NcUAQ2i5Tfo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Evolution Of The Desk\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/uGI00HV7Cfw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>","protected":false},"excerpt":{"rendered":"<p>\uc560\ud50c\uc740 \uc9c0\ub09c \ud654\uc694\uc77c \uacf5\uac1c\ud55c \uc0c8\ub85c\uc6b4 M4 iPad Pro\ub97c \ud64d\ubcf4\ud558\ub294 \u2018Crush!\u2019\ub77c\ub294 \uc601\uc0c1\uc744 \uacf5\uac1c\ud588\uc2b5\ub2c8\ub2e4. \uc5b4\ub461\uace0 \uac70\ub300\ud55c \uacf5\uac04\uc5d0 \ud53c\uc544\ub178, \ub808\ucf54\ub4dc \ud50c\ub808\uc774\uc5b4, \uc870\uac01\uc0c1, \ubb3c\uac10, \ud154\ub808\ube44\uc804 \ub4f1 \ub2e4\uc591\ud55c \ubb3c\uac74\uc774 \ub193\uc5ec \uc788\uc2b5\ub2c8\ub2e4. \ubb3c\uac74\ub4e4 \uc704\uc5d0\ub294 \uac70\ub300\ud55c \ucca0\ud310\uc774 \ubd88\uc548\ud558\uac8c \ub5a0 \uc788\uc2b5\ub2c8\ub2e4. \ub808\ucf54\ub4dc \ud50c\ub808\uc774\uc5b4\uc5d0\uc11c \uc18c\ub2c8 \uc564 \uc170\uc5b4\uc758 \u2018All I ever need is you\u2019\ub77c\ub294 \ub178\ub798\uac00 \ucc9c\ucc9c\ud788 \uc720\uc555 \ud504\ub808\uc2a4\uac00 \ub0b4\ub824\uc635\ub2c8\ub2e4. \ud2b8\ub7fc\ud3ab\uc774 \ucc0c\uadf8\ub7ec\uc9c0\uace0 \ud398\uc778\ud2b8\ud1b5\uc774 \ud130\uc9c0\uba74\uc11c \uc0ac\ubc29\uc5d0 \ud280\uae41\ub2c8\ub2e4. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":25375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4,620],"tags":[260],"class_list":["post-25366","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-brand","tag-260"],"acf":[],"jetpack_featured_media_url":"https:\/\/designcompass.org\/wp-content\/uploads\/2024\/05\/ipad-pro-ad-crash-01.png","publishpress_future_action":{"enabled":false,"date":"2026-05-17 05:59:39","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts\/25366","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/comments?post=25366"}],"version-history":[{"count":0,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts\/25366\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/media\/25375"}],"wp:attachment":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/media?parent=25366"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/categories?post=25366"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/tags?post=25366"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}