Apple completely botched its latest ad


Apple’s recent iPad Pro ad sparked a wave of backlash. The thinnest iPad, at the price of impressive advertising.

Source: Apple

In its latest ad for the iPad Pro, Apple chose an approach that was surprising to say the least: crushing a multitude of objects symbolizing creativity.

Apple crushes everything

The video “Crush!” “, broadcast during the May 7 event, where the iPad Pro M4 and iPad Air M2 were announced, shows an industrial press crushing musical instruments, cameras, books and even a mannequin in drink. All in 45 seconds, with music from Sonny & Cher in the background. The message ? The iPad Pro would be the ultimate tool for creativity, replacing all those objects that have become obsolete.

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Manage my choices

But this message was not well received. On social networks, many people expressed their anger and sadness at this arbitrary destruction of the tools of their creation. “ This probably wasn’t the best approach. The iPad was built on the backs of these tools. Honor them instead of destroying them », we can read in response to Tim Cook’s tweet.

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Manage my choices

It is above all very clumsy, it is undeniable that the iPad Pro is a powerful and versatile tool, capable of replacing many traditional creative tools. But is that a reason to destroy them? Some believe that this ad is an insult to creative people and their work. Others see it as a metaphor for how technology evolves and replaces outdated tools.

Advertising does not serve Apple

But the real question is: does this ad really serve Apple’s message? Apparently not. Instead of celebrating the creativity and possibilities offered by the iPad Pro, the ad shocks and divides. And by destroying these objects, Apple risks alienating part of its customers.





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