Okay, I’ll admit it, I was one of the people who saw Apple’s “Crush” ad and felt a little uneasy. Seeing all those creative tools getting squashed – a piano, a guitar, even a paint can – it felt…off. Like something important was being dismissed. So when I saw Apple had apologized and pulled the ad, I wasn’t surprised. I was actually kind of relieved.
Tor Myhren, Apple’s marketing VP, said something that really resonated with me. He said, “Creativity is in Apple’s DNA.” And that’s always been what I’ve loved about Apple products. They’re tools that help us express ourselves, to bring our ideas to life. My first Mac was like a portal to a whole new world of creativity. I taught myself graphic design, started making my own music, even dabbled in filmmaking – all because of that one machine.
The iPad Pro, in particular, has been a game changer for me. I use it for sketching, note-taking, even writing drafts of my blog posts (like this one!). It’s an incredibly versatile tool, and it’s clear that Apple put a lot of thought into making it a powerful tool for creatives.
So, why did the “Crush” ad feel so wrong? I think it’s because it presented technology as a replacement for creativity, rather than a tool to enhance it. The imagery of crushing those objects felt symbolic of squashing the very spirit of creative expression. It missed the mark on what makes Apple products so special to so many of us.
I’m glad Apple listened to the feedback and recognized that the message was off-key. It shows they understand that their products are more than just sleek gadgets; they’re instruments that help us tap into our own creativity and share it with the world. And that’s a message worth celebrating, not crushing.