Exploring the Evolution of iPad Advertising:
From iPad launch to 'Crush'—Insights on Apple's Marketing Strategy and Creative Narratives
The latest iPad commercial is creating quite the stir. There's an understandably negative reaction from the creative community, who have been such a strong advocating force for Apple's success. This community is freshly battered by the ongoing narratives around AI and the technological encroachment on the creative arts, and their jobs. Apple comes out with a spot where they literally crush the creative arts, although not their intention, the metaphor just got mixed. I would say this was a pretty big miss. Aside from this, though, I think the commercial really doesn't say much apart from it being thinner, and that might be a more destructive narrative for Apple, known for their innovation.
I was lucky enough to work on the category launch of the iPad, iPad mini, and the successive launches of the iPad 2, and the 'New iPad.' It was a revolutionary product, although it was met with a lot of skepticism—'it's just a big iPhone,' 'that’s a stupid name,' and more. The iPad created the category and changed our interaction with technology once again. The only problem was iPad owned 100% of the market, so there was only one way to go from there!
In 2011, iPad 2 - 'We'll Always’ commercial is essentially the same narrative as 'Crush,' - visuals and voiceovers proclaim we’ll always do things we do, just in a whole new way... But it does so without crushing those things we did, or still do. It’s not competitive between a real guitar experience and that of an iPad experience; they were complementary, a choice, or even integrated experiences.
iPad 2 - We'll Always, 2011
Where 'Crush' might have failed is in prioritizing visual eye candy and some shock value over the real story about what this technology is enabling in people’s lives. What the capabilities and product innovations are allowing people to do today that they couldn’t in the past. A 'Shot on iPhone'-like 'Made on iPad' series, for example. Perhaps they are biding time to really show the power in their M4 chip and their neural engine, screen upgrades, and the Apple Pencil.
All that said, it’s just a advert, and all this will come and go. The people I feel for here are the creative team that worked day and night to make a stunningly good piece of work, and how they are now feeling. I know they put their heart and soul into it. Apple’s stock is not going to be hurt by this snafu, and I hope theirs isn’t either. It’s a great film, Apple is still the envy of everyone in product and marketing. Go off an make more, we enjoy what you do!
'iPad is,' 2010
iPad 2 - We Believe, 2011
The New iPad - Do It All, 2012
