Apple iPad Crush Ad
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About
Apple iPad Crush Ad or Apple iPad Crushing Machine Commercial refers to a controversial advertisement for the 2024 Apple iPad tablet in which a large hydraulic press crushes down several musical instruments (like a piano and guitar) and physical pieces of entertainment into an iPad. The advert, released in early May 2024 and meant to show how compact an iPad is with all of the things it can do, was met with severe pushback from fans and others online (particularly many Japanese users) who were upset at the ad for showing Apple trampling over legacy media and destroying vintage items.
Origin
On May 7th, 2024, as part of a presentation on Apple and the upcoming iPad product line, CEO Tim Cook posted on X[1] calling the new iPad a "Pro" series, with it being the thinnest product ever made while still having an M4 chip, earning over 38 million views in one day (shown below).
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
Immediately following the post, people began to show their distaste for the ad. On May 7th, 2024, X user @TrungTPhan[2] did a QRT in which he referenced and posted a prior viral video known as "Evolution of the Desk" and said that the Apple advertisement was a more depressing version of it (shown below).
The new Apple iPad ad basically took this viral “Evolution of the Desk” video but made it way darker and more depressing. https://t.co/mJrSRwfVrt pic.twitter.com/NkNI36XgaC
— Trung Phan (@TrungTPhan) May 9, 2024
Spread
Community hate for the ad continued into the next day, with more social media users giving takes on it and decrying the company. For example, on May 8th, 2024, X user @thisisfoster[3] uploaded the ad in its entirety, while adding his own voiceover and on-screen captions to explain why he hates the ad, specifically calling out the overreliance on digital and lack of analog in the world (shown below).
Let me explain why this Apple ad is terrible… pic.twitter.com/xsrMQuqI6F
— Michael Foster (@thisisfoster) May 8, 2024
As the day went on, hate for the ad and pushback against Apple continued to appear online en masse, with several users noting that the promo video was especially disliked in Japan, a country known for being technologically deep-rooted in analog. On May 8th, X user @AngelicaOung[4] uploaded several screenshots of Japanese social media users who are loudly upset at the ad and letting their voices be heard (shown below).
The controversy surrounding the advert did not stay on X, with different content creators making TikToks that explain or go over the issues with the ad itself.
On May 8th, 2024, Apple tech reviewer Sam Kohl[5] uploaded a TikTok to the platform in which he went over the ad, various news stories and reactions to the ad, before trying to explain the reasoning behind the ad and calling it an "uncommon L" for the company (shown below).
@imsamkohl Apple’s new iPad Pro ad is facing serious backlash #apple #ipadpro #yikes #greenscreenvideo #greenscreen ♬ original sound – Sam Kohl
Samsung "Creativity Can't Be Crushed" Ad
On May 15th, 2024, Samsung released an ad capitalizing on the backlash to Apple's Crush ad with the tagline "Creativity Can't Be Crushed." The ad divided viewers, as some appreciated Samsung's response, while others felt it was hypocritical of the company to say "Creativity can't be crushed" but also advertise "Galaxy AI" in their tablet.
Samsung makes fun of Apple again. 🤣 pic.twitter.com/eP3en1nQrV
— Alvin (@sondesix) May 15, 2024
Various Examples
@applevisionshow How did you feel about the Apple iPad ad? #ipad #ipadevent #appleevent #applevisionshow #consumertech ♬ original sound – Applevisionshow
@shwinnabego Apple is getting dragged for their new ipad ad, but I don’t think its so bad (and is actually a good thing) #branding #marketing #advertising ♬ original sound – Ashwinn 💡 brand, biz, mkting
@popculturebrain Apple just released this new ad for the iPad Pro and people are REALLY mad about it (Sources: X, Variety, Apple) #apple #ipadad #ipad #ipadpro ♬ original sound – Alex | Pop Culture Brain
@kevinhelpus #technews #ipad #apple ♬ Iphone Theme Song Trap Remix – Zombr3x
![Daniel Rubino @Daniel_Rubino The ad team seems oblivious to the negative optics of destroying what is often regarded as genuine art & engineering-creations that could endure for decades, if not a century-in favor of something obsolete in 5 yrs. It epitomizes post-capitalism, condensed into a 60s-style ad. Tim Cook @tim_cook - May 7 Meet the new iPad Pro: the thinnest product we've ever created, the most advanced display we've ever produced, with the incredible power of the M4 chip. Just imagine all the things it'll be used to create. 0:26 ♪ Sure as summer follows spring, all the things you do ♪ 223XL 4:00 PM - May 8, 2024 - 28.4K Views 23 Reposts 205 Likes 18 Bookmarks 27 ☐ 18 <]](https://i.kym-cdn.com/photos/images/list/002/813/503/b63.png "The ad team seems oblivious...")
Top Comments
A Concerned Rifleman
May 09, 2024 at 12:24AM EDT
Mr. Watcher
May 09, 2024 at 12:15AM EDT