Two classic Apple obsessions put them in this situation.
Their forever quest for “thinner” gadgets, whether or not they need it.
The total secrecy around unreleased products, even within the company. This gave them no option to run the ad by a test audience which would have given them a HUGE thumbs down before they embarrassed themselves by releasing it to great fanfare.
Did they manage to squeeze a LOT into an unbelievably small device. Yes, they did.
“When people already feel that tech companies and executives are trying to replace them with generic machine-made sludge, it’s tone deaf at best to introduce a new product with an ad where a colorful, messy, tactile tower of art, instruments, and other creative tools is literally flattened to make way for a shiny, featureless slab of metal and glass."
@arstechnica@eosfpodcast Imagine if they'd done that ad the other way around, so someone interacting with the device made a painting or an instrument grow out of the screen. Creative instead of destructive.
@Cassandra Which is totally on brand for the company that ran a giant marketing campaign touting their commitment to personal information privacy by showing picture of people aiming their cameras at the viewer in a way that obscured their own faces.
Add comment