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Apple has found itself in a difficult position with its ‘Crush’ commercial, which many claim signals the end of creativity due to technology. Now, System1, an organization that evaluates ads based on their emotional impact, has delivered a strong negative verdict on a new iPad tech campaign.
The ‘Worlds Made on iPad’ ad received a 1.5-star rating in System1’s Test Your Ad, even lower than the 1.9 stars given to ‘Crush.’ Other recent Apple ads, like ‘The Invincibles’ and ‘The Greatest,’ which focused more on people rather than technology, scored 5.4 and 3.8 stars, respectively.
Jon Evans, Chief Customer Officer at System1, remarked, “Has Apple gone too far in trying to repair what they ‘crushed’? Their latest attempt seems, once again, to have strayed too far from creativity.
“Their most successful ads connected with us emotionally. They featured relatable, living characters front and center, focusing on how the product helps overcome challenges, and seamlessly integrated the product into the narrative—rather than making the product the entire story.”
This, however, is the core issue with technology. The underlying problem appears to be that many of us are thoroughly tired of it, even those who are glued to their phones (mobile computers) most of the day.
We view technology as inevitable but more of a burden than something to eagerly anticipate and embrace. This is likely why the world turned away from Mark Zuckerberg’s Metaverse. Facebook has already done enough to disrupt lives without us wanting to be drawn into a new universe of its creation.
Apple has somehow managed to appear different from the other tech giants, seemingly on our side, despite being one of the world’s most valuable companies, selling highly expensive products, and aggressively stifling competition much like Facebook.
Some of this disconnect is due to the AI revolution, which many see as the latest embodiment of “the computer says no.” Everyone dislikes chatbots (except for the companies looking to cut jobs and the digital transformation enthusiasts advising them), and for many, that’s what AI represents.
This presents a challenge for tech giants as they try to make us embrace these innovations. So far, they are struggling.