They have a long history of doing this with their numerous patent infringement lawsuits claiming prior art for corners and other stuff.

In other news, Andrex puppy to be put down for wasting paper and contributing to climate change.

Surely we could recover some carbon used to grow the puppy by eating it?

The corrections link has vanished, so

Paragraph 7, line 1 Huge Grant should read Hugh Grant, does no one proof read anymore?

Beer because its Friday

It may raise his eyebrow in a wry British fashion, but I'm sure he wouldn't mind.

The "Send corrections" link is at the top of the comments page.

But I'm not going to send a correction myself as a) I didn't spot it and b) it's hilarious when you do, so should be left in.

Another correction...

Beer because it's Friday.

Tut, tut.

Beat me to it except, I was going to say, “Huge Grunt” surely?

I always read his name as Huge Rant anyway, mostly because I'm easily amused.

. . make more money.

Come on, Apple. You don't care about promoting anything but your share price. Everything else is just a thin veneer of feel-good in order to maintain the Alternate Reality Field your customers live in.

And this time, you let that veneer crack.

Given how there are people on social media lying in wait to ambush anything and anyone over the slightest mistake, this was pretty tone deaf by Apple marketing and their sub-contracted creative agency.

Can't do this stuff anymore, the path ahead is made of eggshells.

I'm looking forward to a whole series of adverts in the same vein, I do hope Apple decide to continue with adverts like:

- Children with iPhones bullying their peers though social media causing mental anguish

- Middle class people using Just Eat, Deliveroo, and Uber apps on their iPhones and treat workers who deliver these services like subhuman cogs in a machine

- Someone who bought a Mac which breaks taking it back to the Genius Bar and being told they need to pay 75% of its retail price to get it fixed

- Demonstrating Foxconn workers beaten by state police until they go back to work

- Apple management interrogating staff in the US about whether or not they belong to a union

Etc, etc...

Saw the story and the celebrity outrage on a few websites and had a laugh, didn't know till know it was also a rip-off of a 15 year old LG campaign too.

Never been a fan of the musical instrument smashing even when musicians do it, I'm sure it was an impressive statement back when Hendrix and The Who did it, but feels a bit old hat now.

When I first became involved with home tech I was very pleased with my Apple IIe, complete with a mass of 3rd party plug ins and some howebrewed mods. My respect for the company took a beating with the launch of the Apple III and has been in decline ever since. The only thing I would use an IPad for is scraping mud off my boot as, unlike a piece of card, it would not get soggy.

> We missed the mark with this video, and we're sorry

OTOH it has generated more column inches from the chatterati than much of their other marketing output

Maybe it is also a reflection of modern society after all? I mean destroying creativeness isn't limited to Apple but probably any tech companies. Look at what they did on translucent colorful designs of the late 90s to various shades of gray on a rounded rectangle of the late 2010s.

Maybe a better way to say this is that modern society limits creativity. But it's just me after all.

Another reflection on modern society is that a dumb but largely harmless ad casued such a stir, because people on the internet is desperate to be outraged about something - anything - all the time.

There you have it, me deffending Apple. I feel dirty

"The ad was not even original"

Back in the 80s, didn't Alan Sugar launch the Amstrad PCW by showing a pile of typewriters being dumped?

I would posit that the switch from typewriters to computers let you do the same thing the same way but better.

Mechanical linkage to electronics, the action of fingers to keys is the same.

So that doesn't really hit for me the same as saying, "We can replace this entire orchestra with a fondleslab."

--Either way, it may be a sign that quality has slipped at the brand once considered the gold standard in marketing.--

If this is the first you noticing of it says a lot about the perception abilities and wider world knowledge of apple users.

Newcomer to St. Peter : What is behind this wall ?

St. Peter : It's Catholics. They like to believe they're the only ones here.

More or less accurate from one of Dave Allen's sketches.

They're going to need to redo their logo, take another bite or two out of that apple.

No doubt Steve will be turning in his grave or urn at what 'Tim Dim But Nice' just did.

I should have thought of this earlier but which version of the iPad has the distinction of being thinner than the stack of $100 bills needed to pay for it?

May I have one three times thicker for a third of that price ?

...how to put this kindly...

...Inconsistent.

They've made a bunch of really great things over the years, and while they're certainly not above claiming credit for "inventing" things that they most definitely just lifted from someone else, they have done a lot to popularize and standardize those good ideas, even if they didn't actually invent them.

But it's hardly been hit after hit, if we're honest, has it? The Newton. The Pippin (does anyone even remember that they made that?) The cube that overheated if you looked at it wrong. The original macbook air where they sort of... forgot to add any ports to it. The original ipod shuffle which literally couldn't play an alum in the right order. The dustbin where you could in theory upgrade the GPU, but not in practice because it was a weird form factor and they never had any available.

I bought an iPad Pro when they first came out because I thought that the pencil would let me use it like a real notebook. The handwriting recognition wasn't native, then, and was rubbish enough to be useless. It's much better now, but I can still type faster on keyboard than I can write with an iPad pencil. It's also annoying how many apps are still iPhone aspect ratio only. Now I only use it when I'm on holiday and don't want to take my Mac, more in fear of it getting nicked than size or weight. In effect it's just a phone with a bigger screen that I can use to book hotels and use the web to plan or find stuff to do. The pencil is probably in my junk-tech drawer along with the little adapter to charge it. Having said that, I bought the iPad in 2016 and it's still getting updates and I don't notice any performance issues. Looking at the prices now they are bloody expensive considering that, for my usage, they are little more than a big phone and come the day that I have to replace it then I'd probably get the cheapest Macbook Air - it's not much bigger and much more useful.

Now there's an idea - have the next ad consist of a load of advertising and marketing "creatives" put in the crusher instead. Then for further atonement you need a new more honest catchphrase. "Apple : Not really that special, just much more expensive" would fit the bill.

A re-enactment of the Sirius Cybernetics Corporation's marketing department being first against the wall when the revolution comes is likely to appeal to a lot of techies.

Weirdly, the new campaign probably reflects Jobs' personal values rather better.

Has it? Has it really?

I doubt this absurd ad would appear as a blip in Apple's next financial statement. Much less that all the people foaming at the mouth because of it will renounce to their iThings out of principle.

How many of them actually used iPhones and iPads to vent their anger in Twitter against Apple, I wonder...

This just a minor PR mis-step...maybe, but customer sentiment is key when selling products at premium prices based on brand value.

And these sort of issues are often symptoms of a wider/deeper problem.

Storm in a tea cup.

They could have fixed it easily.

Show the crusher. Let it sink in for a few seconds.

Voiceover: "Is this the world you want to live in?" (pause) "We don't"

Show the ipad, with the voice over "the new iPad - thinnest, lightest ever, with the new M4 chip. Live your dreams, don't crush them."

End with the Apple logo and "Think Different".

I just realised I should have been in advertising... I'm not saying I'm any good at it, merely that I seem to be soulless and callous.

Are these the same people that dont notice that America has been worshipping tim cook a boring man for 20 years ?

Yeh talk about being creative whilst praising a ceo for 20 years and pretending he does everything at Apple.. yeh thats creative.

I remember some "artist" flattening brass instruments with a steam roller to make an "artwork" many years ago. The V&A, to what should have been their shame, displayed the product. For all I know it might still be there.