Following Apple’s apology over its controversial M4 iPad Pro advert aired to celebrate the launch of its new best iPad, Samsung has wasted no time in taking its own stab at Apple with a ‘#UnCrush’ advert mocking the Cupertino company’s marketing misstep, completely missing the point in the process.
Last week, Apple unveiled its brand new M4 iPad Pro alongside the new M2 iPad Air, Apple Pencil Pro, and a new Magic Keyboard at its May 7 ‘Let Loose’ event. The unveiling heralded the M4 chip, an OLED display, and a massive new 13-inch model of the iPad Air. However, the event was overshadowed somewhat by a strong reaction to Apple’s ‘Crush’ iPad advert. The advert, posted to YouTube and Tim Cook’s X feed, was also shown during the event itself. It depicts a plethora of tools and objects you might expect to find in an iPad, such as musical instruments, artistic utensils, and more, being crushed in a hydraulic press. While the advert was obviously supposed to depict Apple squashing a lot of creative power into the very thin chassis of the new iPad Pro, it drew a lot of criticism from commenters who described the image as cruel and dystopian.
