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Apple’s ‘crush’ advert annoys people across the generations – that’s why it misfired

By Kim Watts, Senior Lecturer in Marketing (Strategic Marketing and Business-to-Business Marketing), University of Bath

There is a fine line between creativity and self-destruction. Apple’s new crush advert, which shows items linked to creative pursuits being pulverised to make way for the new iPad Pro, tried to find that line but instead appears to have made a rare mis-step. It has angered a lot of people in the process. Apple has now

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