Apple’s new ad has been receiving a lot of criticism lately. It shows various arts and musical instruments being crushed under a large hydraulic press. You can see the press settling down with a large thud. In the end, the press is lifted and you can see the new iPad Pro.
The irony here is that the destruction of those items is shown in a rather musical and artistic manner. It was intended to make you feel like some creative process is going on.
Now, to debate whether it was a proper representation or not, let’s first consider the arguments of both sides.
To argue in the defense of Apple, they were trying to show that all the creative capabilities of the world are squeezed into their device. But crushing those devices really became their undoing.
The creative individuals and people who adore arts didn’t like how Apple showed the destruction of items that held so much importance in their lives. No creative individual or artist would like seeing their instrument get crushed especially for the sake of marketing smart devices that are stifling creativity.
The loyal fans of Apple products advocate that there is nothing wrong with the ad. Apple is just showing the reality. They argue that the company and its products do set the standards for design and innovation in the industry.
The claim that their device holds many creative capabilities is again debatable because everyone has their perspectives and preferences.
Mobile devices may act as an alternative to many items such as watches, calendars, and sometimes cameras, but they haven’t yet reached a level where they can completely replace artistic instruments. Of course, the ad doesn’t mean it literally, it was just about showing the potential capabilities of the device.
However, destroying the devices to depict that they are squeezed into their devices is not the right way to do it. Because it hurts the feelings of people who love arts and music. And that is the reason why the ad is facing backlash.
Apple has always been good at brand positioning and that’s how they have earned such a good reputation and built a large and loyal community. But in this case, they chose the wrong way to present their product and they completely missed the ‘mark’eting.
How can you expect to arouse positive emotions in the viewers when your ad is showing destruction, something with a negative impact?
So, that was the error on the part of the company. And it’s ok. When you are trying to pave a new way for the industry and the world, you tend to make mistakes. Apple also accepted their mistake and apologized.
But there was one more serious mistake that Apple made and no one would have expected them to do so. And it was not probably an innocent mistake but maybe an intended one.
The ad Apple made for their new iPad Pro was rather copied from LG’s old advert to promote KC910 Renoir smartphone in 2008..
LG’s old ad depicted the same thing. They also showed the destruction of the devices but the only difference was that the ad actually depicted that when you squeeze the music instruments and cameras, you get a new LG mobile phone.
Now, you wouldn’t expect a company that stands for innovation to go out of its way and copy someone else’s idea to advertise its product. The more harsh truth is that Apple not only copied the idea, but it also failed miserably in its effective implementation.
People are asking on the internet how such an ad can be approved by Apple, a company that pays attention to every little detail.
Why do you think Apple copied LG’s old ad?
Kushalam 