San Francisco, California – Apple introduced its latest M4 iPad Pro during the “Let Loose” event on Tuesday, unveiling the product with a controversial ad that showcased the destruction of various items like musical instruments, camera lenses, and books by a hydraulic press, transforming them into the new iPad.
The ad received mixed reviews, with many expressing dislike for the approach taken by Apple. Interestingly, it was discovered that Apple may have drawn inspiration from a 2008 LG ad for the KC910 Renoir smartphone. The LG ad also featured a hydraulic press destroying objects to reveal the new phone, mirroring the concept of Apple’s iPad Pro ad.
Critics, including Hollywood figures like Hugh Grant and Asif Kapadia, criticized Apple’s ad for glorifying the destruction of items and questioning its relevance to the human experience. Some felt that the ad undermined the efforts of writers, producers, filmmakers, and creators.
In response to the backlash, Apple issued an apology for the ad, stating that it valued creativity but admitting that the execution of the video had missed the mark. Despite the apology, the ad remains available online, with Apple confirming that it will not be broadcast on television.
The controversy surrounding the iPad Pro ad highlights the importance of originality in advertising and the potential consequences of replicating others’ creative concepts without proper acknowledgment. It also serves as a reminder of the power and influence of ads in shaping public perception and sparking debates within the industry.
Ultimately, the incident underscores the need for brands to tread carefully in their advertising strategies, ensuring that their messaging is not only effective but also respectful and reflective of the values they aim to uphold. Apple’s misstep with the iPad Pro ad serves as a cautionary tale for companies looking to make a statement through their marketing campaigns.