Apple has introduced its 2024 iPad Pro featuring the M4 chip, but the launch didn’t go as smoothly as planned due to a controversial advertisement. The commercial was intended to highlight the iPad’s sleek design and multifunctionality, capable of replacing various musical instruments, paints, books, cameras, and more.
The Ad Controversy
In the ad, Apple destroyed an array of instruments and tools using a massive hydraulic press to unveil the new iPad Pro, claiming it to be their most powerful and thinnest yet. This “Crush!” ad upset many viewers who felt it symbolized a disregard for artists and creatives. Samsung took notice of the backlash.
Samsung’s Response
Samsung responded with a commercial promoting the Galaxy Tab S9 Ultra, emphasizing that “creativity cannot be crushed.” Unlike Apple’s ad, Samsung’s commercial demonstrated how technology can complement traditional tools, showing respect for the artistic process.
Samsung’s ad featured a person picking up a damaged guitar and playing it, with the Galaxy Tab S9 Ultra displaying musical notes, highlighting a harmonious blend of technology and creativity.
Apple’s Apology
Apple quickly issued an apology for the controversial ad before Samsung released its counter-commercial. The apology acknowledged that the ad “missed the mark” and announced the cancellation of the TV campaign. Apple’s VP of marketing communications stated, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through the iPad. We missed the mark with this video, and we’re sorry.”
However, the “Crush!” ad remains available on YouTube and can be viewed below.
