iPad pro’s release crushed by controversial ad backlash; Samsung seizes the opportunity

On 7th May, the iPad Pro debuted with an OLED screen, advertised as Apple’s thinnest product in history. The company released a controversial ad titled "Crush!" in which a hydraulic press destroyed musical instruments, audio equipment, books, paint cans, televisions, and cameras.

Apple's promotional campaign involved using a hydraulic press to destroy items symbolizing humanity’s cultural heritage. This controversial ad sparked a deluge of criticism from the creative industry, which is one of the target groups for the new iPad Pro.

British director, screenwriter, and producer Asif Kapadia expressed his opinion on platform X (formerly Twitter), stating that this ad best reflects how tech companies treat artists, musicians, creators, writers, and filmmakers. According to him, these corporations exploit and squeeze everything out of them, paying little and then taking all the credit. His comment was just one of many critical responses after the ad.

In response to the criticism, Apple apologised and withdrew the controversial ad from television. Meanwhile, the competition did not remain idle.

Samsung released a clip titled "UnCrush," in which an artist walks among the destroyed equipment, picks up a ruined guitar, and starts playing it. The advertisement for the Galaxy Tab S9 ends with the slogan, "Creativity cannot be crushed."

Of course, Samsung does not directly reference Apple, but the connection is clear. With a similar colour palette, the video resembles the iPad ad's direct continuation. Samsung benefited the most from the outrage over Apple’s ad.