On May 7, 2024, Apple announced itsnew iPad Pro and Air. The official presentation took place during its “Let Loose” conference, but at the same time, the Apple firm took the opportunity to publish several promotional videos on YouTube. One of them, called “Crush!” | iPad Pro | Apple,” wasvery poorly received by Internet users.
Reminder of the facts
The video shows a whole bunch of paint cans and valuable items, including musical instruments. The objects are initially between the punches of a hydraulic press, then will be destroyed and compressed into a thin layer. The objective of the advertisement was to showhow Apple managed to integrate enormous creative potential into the iPad Pro M4, which is even thinner than an iPod Nano.
Unfortunately for the Apple company, users did not see it the same way, and felt hurt by the destruction of the artistic material. Following this,Apple apologizedthrough its Vice President in charge of advertising, Tor Myhren:
Creativity is in our DNA at Apple, and it's incredibly important to us to build products that empower creatives around the world. Our goal is to always celebrate the many ways people express themselves and bring their ideas to life through iPad. We missed the point with this video, and we're sorry
Xiaomi uses the same advertising
Seeing the negative reactions generated by the video of Apple's hydraulic press, the Chinese giant Xiaomi decided to take advantage of the affair. The Indian branch of the brand has therefore published a similar video,in order to announce the launch of a future smartphone in India.
#CinematicVision– Coming Soon!pic.twitter.com/Exnu9If9Da
— Xiaomi India (@XiaomiIndia)May 21, 2024
The ad begins in the same way as Apple's, but Xiaomi doesn't follow through. In fact, the advertising stops before the hydraulic press destroys the objects.
