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Apple has launched its new 2024 iPad Pro with the M4 chip. However, the company has also managed to create a significant controversy with an ad for the new product. The commercial was likely aimed at showcasing the blend of thinness and ability to function as a replacement for a number of musical instruments, paints, books, cameras, and other tools.

Nonetheless, Apple crushed all the instruments and tools with a giant hydraulic machine to reveal their latest, most powerful, and thinnest iPad Pro. This “Crush!” ad made a lot of people upset, to whom, it had a second meaning of how a tech giant sees artists and creative people. The commercial also caught Samsung’s attention.

Samsung showcases its offering with a different perspective saying “creativity can never be crushed”

Now Samsung has created another commercial as a response that says “Creativity cannot be crushed”. Samsung has also showcased its Galaxy Tab S9 Ultra, but in a way that does not destroy or replace the instruments and tools, but helps people to make the most out of them. Samsung’s version of involvement of technology into art and creativity definitely has a lot of respect for traditional tools.

Samsung recreated the aftermath of Apple’s “Crush!” ad. A person picked up a partially destroyed guitar and started playing it. A Galaxy Tab S9 Ultra was shown off with musical notes on the display.

Notably, Apple quickly apologized for the ad before Samsung completed readying its response commercial. Apple’s apology said that the ad “missed the mark” with the video. The company also scrapped its plans for the TV campaign. Apple’s VP of marketing communications noted, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through the iPad. We missed the mark with this video, and we’re sorry.”

However, the “Crush!” ad is still available on YouTube and you can see it below.




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