Millions Lost by a Marketing Blunder

On May 7th 2024, Apple CEO Tim Cook unveils the new iPad Pro during a livestream. It was described as the most technologically advanced iPad Pro yet.

During the same livestream, the advertisement for the same is released.

But, this advertisement created so much controversy, that Apple had to issue a public apology for it on May 10th. Moreover, Apple had to cancel plans to air the ad on television.

What was in that Advertisement? What was so controversial? What is the mistake you can learn from?

You will find the answers to all these questions and more in today's edition of Good Luck and Good Growth.

The Launch:

On May 7, 2024, Apple CEO Tim Cook unveiled the new iPad Pro in a pre-recorded livestream. Marketed as the thinnest and most powerful iPad yet, it boasted cutting-edge features powered by the M4 chip.

With expectations high, Apple aimed to reinforce the product’s capabilities through a bold new campaign titled “Crush”.

The “Crush” ad featured a hydraulic press crushing various traditional creative tools, such as paintbrushes, cameras, and sketchpads.

The message was clear:

The iPad Pro could replace all these tools.

It would consolidate them all into one sleek, powerful device.

Apple intended to showcase the iPad’s versatility as the ultimate creative tool.

But did this bold display achieve the desired impact, or was it too aggressive for a community that cherishes these creative tools?

While Apple intended to highlight the product’s capabilities, the execution sparked a very different reaction.

The Backlash:

On May 8 and 9, almost immediately after the ad’s release, social media platforms like Twitter, Instagram, and Reddit erupted with criticism.

Artists, designers, and even celebrities, including actor Hugh Grant, expressed their dismay. The ad was labeled as “destructive” and “tone-deaf,” with many criticizing Apple for appearing to dismiss the value of the traditional tools that are integral to the creative process.

The backlash primarily affected Apple itself, as negative sentiment towards the brand’s iPad line surged.

Positive sentiment dropped to 50.8%, while negative sentiment spiked to 19.7%.

The creative community, a significant part of the iPad Pro’s target audience, felt alienated. This disconnection highlighted the gap between Apple’s message and the values held by its users.

But was the campaign's failure due to its aggressive imagery alone, or was there a deeper disconnect between Apple and its audience?

The reaction revealed not only that Apple’s execution was flawed but also that its message didn’t resonate with the people it aimed to reach.

Where Did the Controversy Unfold ?

The controversy primarily unfolded on social media, where Apple’s target audience of artists, creatives, and tech enthusiasts is most active.

Platforms like Twitter, Instagram, and Reddit became hubs for the backlash.

Users posted critiques, memes, and commentary, pointing out how the campaign was out of touch with the community it aimed to serve.

Critics described the campaign as being too harsh, lacking the inspiration Apple’s ads usually evoke.

Initially, Apple had planned to air the ad on television.

However, as the backlash intensified, they quickly canceled these plans, limiting further exposure.

Despite this move, the video remained online, continuing to draw discussions, critiques, and comparisons to other iconic ads, like Apple’s 1984 commercial.

Only this time, the narrative was not as flattering.

Could Apple have anticipated this level of backlash if they had tested the campaign with their audience beforehand?

The widespread criticism underscored the risk of not aligning marketing messages with audience expectations.

Why did Apple Fail?

Apple’s marketing strategy failed because it focused too much on showcasing features rather than translating them into clear benefits for its users.

The hydraulic press metaphor was intended to illustrate the iPad Pro’s power and versatility, but it came off as destructive rather than innovative.

It alienated Apple’s target audience by disregarding the emotional and practical connections creatives have with their traditional tools.

Why did this happen?

The campaign’s message, instead of conveying how the iPad Pro could enhance the creative process, implied that the device should replace tools that artists cherish.

The failure to communicate the practical benefits of the iPad’s features:

-- The precision of the Apple Pencil

-- The integration of powerful creative software

highlighted a misalignment between Apple’s understanding of its core audience and its actual needs.

Recognizing the damage, Apple issued a public apology on May 10.

Tor Myhren, Apple’s VP of marketing communications, admitted that

they had “missed the mark” with the ad and reiterated that the intention was to celebrate creativity.

Apple’s decision to cancel the television plans for the ad was a clear attempt to mitigate further damage.

However, the video remained online, keeping the conversation and criticism alive.

But did Apple’s quick apology and action to pull the ad resolve the issue, or did it reveal deeper flaws in their approach?

While the response may have limited further harm, the significant drop in sentiment indicated a lasting impact on Apple’s brand perception.

How could Apple have improved its approach?

Apple’s experience with the “Crush” campaign provides 3 key lessons for improving its marketing approach:

• Shift the Focus to Benefits: Instead of showcasing features like the iPad Pro’s power or versatility, Apple should emphasize how these features enhance the user’s experience. For instance, showing real-life examples of artists and designers who use the iPad Pro alongside traditional tools could illustrate how the device complements, rather than replaces, their work.
• Avoid Destructive Metaphors: Campaigns that depict destruction or elimination may not resonate with an audience that values traditional creativity. Apple could instead use imagery that highlights the harmony between technology and tradition, emphasizing that the iPad Pro adds value to the artist’s toolkit rather than replacing it.
• Build Emotional Connections: Apple has historically excelled when its marketing speaks to the heart. By focusing on testimonials and stories from creatives who have used the iPad Pro to expand their creative horizons, Apple could create campaigns that are emotionally engaging and relatable. Demonstrating the emotional and practical benefits of its technology (rather than simply its power) would help Apple connect more deeply with its audience.

Ending Notes:

The “Crush” campaign serves as a cautionary tale for marketers and founders alike.

Even the most advanced products can face rejection if the messaging does not align with the audience’s values.

Highlighting features without demonstrating how they translate into benefits risks alienating loyal customers.

Apple’s quick apology and decision to cancel the TV plans for the ad were important steps, but the campaign’s backlash spells the need for brands to remain in tune with their audience.

By focusing on customer-centric storytelling that communicates benefits, brands can avoid similar pitfalls and ensure their marketing resonates effectively.

P.S. Are you a founder or CMO struggling to communicate your product’s true value?

Don’t let your messaging misalign with your audience’s needs.

I’ve been helping founders and CMOs overcome communication challenges and scale their businesses with effective, customer-focused storytelling for over 8 years.

Let’s connect to craft a narrative that resonates, engages your audience, and drives success.

Until next time, this is Manikk Gupta wishing you good luck and good growth.