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Apple apologizes for iPad “Crush” ad that “missed the mark” (www.theverge.com)

submitted 6 months ago by [email protected] to c/[email protected]

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[–] [email protected] 12 points 6 months ago* (last edited 6 months ago)

It boils down to this: the ad was a visually detailed and drawn out destruction of things some people like and are not easily replaced. These are physical objects that people genuinely have emotional attachments to. So it's musicians and photographers who probably had the strongest visceral response: the type of people who kept obsolete devices past their obsolescence because that was the physical artifact of the thing they learned their craft on.

I know software developers who would've had the same visceral reaction to a Commodore 64 or Apple II or NES being slowly destroyed. Or even other gadgets that people loved, from a Walkman to an iPod to a Tamagotchi to original iPhone.

It's not like the scene from Office Space where there's visceral disgust for the thing being destroyed, but precisely the opposite emotions involved.