Crush or Crush?

Apple has always succeeded in promoting their new devices, but somehow the new IPad Pro advert caused some major controversies, but why? 

Apple, the brand known for their highly creative ways of advertising their global technology products, has many people wanting to get their hands on any new and improved Apple creation. However lately they have managed to completely do the opposite of promoting their new and improved product, the iPad Pro. 

On May 7th 2024, Apple’s ad was released. At first view not many had an opinion on it and were just once again notified by a new product that was up for grab, although as the ad slowly became a worldwide attraction, many people had a different approach to the ad.

The advert begins with a metronome ticking, and the sudden beginning of a song playing on a vinyl, “All I Ever Need Is You” by Tom Jones. The lights flicker on and a huge hydraulic press is shown with musical instruments, statues and art supplies stacked on top of each other. A front view of an arcade stall is the first to be seen on the screen with big bold capital letters in red and yellow reading “GAME OVER” as it begins to get crushed under the press. But what is ‘’GAME OVER’’ actually? The game or what’s about to be unveiled? The advert continues with more and more equipment being crushed under the press until it shuts dramatically leaving the audience in disbelief and confusion, awaiting to discover what comes next. 

Many people felt as if the advert was wrong for the way they portrayed the new IPad Pro as thin, durable and capable of containing anything. Instead they felt as if Apple was trying to overshadow real life history and real life musical instruments and real life creativity by replacing it with an iPad that can do almost the same things a piano can. 

Technology is such a precious creation which surrounds our world nowadays and is almost everywhere you go, and although it has its advantages it deeply contains many flaws. Nowadays we rely so much on technology and the benefits it provides us. But with time, it is beginning to replace the important and joyful things of life, that simply just cannot be replaced by technology. People who viewed the advert were taken aback especially for this reason. The company shouldn’t be promoting the fact that technology can recreate the same image and beauty an artist can on canvas, or the same feeling a piece of music played on a piano or a guitar can convey to the ones listening. Instead, perhaps, they should have been promoting the fact that their iPad Pro can help spread the art and music an artist creates to share with the world - that it can co-exist alongside such beauty and joy and perhaps add to the world of creativity rather than simply replace it.

Apple may have tried to convey the message that once again the iPad Pro is thin,durable and capable of containing anything, but many feel as if it was better for them to convey a message where they wanted to improve our world instead of throwing it away and “crushing” it under a hydraulic press.

The use of the song also gave away a hidden message that ’’all everyone needs’’ now is the new iPad Pro and not the real life we live in!!