In this week's product launch event, Apple unveiled the new M4 iPad Pro. However, the advertising for this product has sparked controversy, showing musical instruments, camera lenses, and books being crushed by a hydraulic press, ultimately transforming into a new iPad.
Many people are not buying into the iPad Pro ads, with some even suggesting that Apple may have drawn inspiration from a very old LG ad. Online users have pointed out similarities between Apple's "Crush" iPad Pro ad and an LG ad aired in 2008 to promote the KC910 Renoir phone. The smartphone boasted various features like GPS, Wi-Fi, accelerometer, and Dolby sound support, leading LG to create an ad showcasing a hydraulic press crushing items and transforming them into the new phone.
Two Ad Clips Compared
Whether by coincidence or intention, Apple has used nearly identical scripts and aesthetic styles from almost 16 years ago to create its iPad Pro ad. Andy Cheng from Threads expressed, "I'm shocked that Apple, with such a huge advertising budget, seems to have copied LG's 2008 creative. You'd think they'd come up with something more original."
As reported by the media, many Hollywood celebrities like Hugh Grant and Asif Kapadia criticized the new iPad Pro ad, believing it promotes the "destruction of the human experience." People questioned "why anyone thought this ad was a good idea" and accused the company of devaluing the work of writers, producers, filmmakers, and creators.
Apple has apologized for the iPad Pro ad, stating its commitment to creativity. The company acknowledged that the video "did not achieve the desired effect." Although the ad can still be found online, Apple has announced it will not air it on television.
