Apple iPad Pro controversial ad accused of plagiarizing LG's 2008 mobile phone ad creative

[ Gearbest Technology News]In its new product launch on Tuesday, Apple launched the new M4 iPad Pro. However, the product's launch was controversial, with ads showing musical instruments, camera lenses and books being crushed by a hydraulic press to transform into a new iPad.

iPad Pro

But many people aren't buying the iPad Pro ad, and some have discovered that Apple may have been inspired by a very old LG ad. Some netizens said that Apple's “Crush” iPad Pro advertisement is very similar to the advertisement that LG aired in 2008 to promote the KC910 Renoir mobile phone. The smartphone added many new features, such as GPS, Wi-Fi, accelerometer, and Dolby Sound support, which prompted LG to create an ad that also showed a hydraulic press destroying items and transforming them into the new phone.

Comparison of two advertising clips

Whether by coincidence or on purpose, Apple used nearly the same script and aesthetic for its iPad Pro ads nearly 16 years later. Andy Cheng on Threads said: “I'm shocked that Apple, with such a huge advertising budget, seems to have copied LG's 2008 idea. You'd think they would have come up with something more creative.”

As foreign media reported, many Hollywood celebrities, such as Hugh Grant and Asif Kapadia, criticized the new iPad Pro ad, arguing that it promotes “the destruction of the human experience.” People questioned “why anyone thought this ad was a good idea” and accused the company of belittling the work of writers, producers, filmmakers and creators.

Apple has apologized for its iPad Pro ads and said it values ​​creativity. The company admitted it “did not meet expectations” on the video. While the ads can still be found online, the company said they won't be shown on television.

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