Did Apple Plagiarise The Idea From LG?
Many people are criticising Apple right now for its new iPad Pro advertisement, which shows artistic objects being crushed in a hydraulic press, and then a new iPad is revealed underneath.
However, LG first used this idea back in 2008, before Apple.
In Apple’s latest advertisement for the iPad Pro, a hydraulic press crushes various instruments, camera parts, paints, and other materials then the ultra-thin new iPad Pro is revealed in the commercial ad video.
Worst Apple ad ever.
Moreover, it is not original.https://t.co/eoxHqpjv1a
— Arda Cetin (@ardacetin) May 9, 2024
The advertisement’s foundational idea is that all these other tools and gadgets can primarily be “replaced” by Apple’s powerful new tablet. However, critics and others have taken issue with the advertisement.
Filmmaker Asif Kapadia writes on his X handle, “It is the most honest metaphor for what tech companies do to the arts, to artists, musicians, creators, writers, filmmakers: squeeze them, use them, not pay well, take everything then say it’s all created by them.”
In addition, internet users reacted negatively to the advertisement, which Apple CEO Tim Cook shared on social media on Tuesday, claiming that it praised the devastation of human creativity and the arts by technology.
Apple apologises for its controversial iPad Pro ad
Firstly, Apple CEO Tim Cook writes, “Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create” in a post on X accompanying the video ad.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create.
— Tim Cook (@tim_cook) May 7, 2024
Later, Tor Myhren, Apple’s vice president of marketing communications, expressed regret to AdAge. “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 ways users express themselves and bring their ideas to life through iPad,” Myhren said. “We missed the mark with this video, and we’re sorry.”
Apple Commercial Is Ignited Outrage On Social Media
The advertisement destroys every creative and unique item viewers have enjoyed for centuries. Internet backlash to the ad was instantaneous: “The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice,” one social media user wrote.
“This ad effectively convinced me I need less technology in my life,” wrote another.
Other users said the ad was in poor taste amid growing fears that AI could replace workers – even those in creative fields. Actor Hugh Grant wrote on social media that Apple’s ad represented “the destruction of the human experience.”
Another user says the ad is a “heartbreaking, uncomfortable, and egotistic advertisement. When I see this result, I’m ashamed to have bought Apple products for nineteen years.”
Did Apple Copy LG’s Commercial Concept?
Meanwhile, amid all the controversial comments and statements, user Andy Allen posted an LG phone ad from 2008 (BBH London).
LG phone ad from 2008 (BBH London) pic.twitter.com/cWIDZx1d4a
— Andy Allen (@asallen) May 9, 2024
To showcase that, the LG ad also showed musical instruments, camera lenses, paint, and more being crushed in a hydraulic press before revealing the phone itself. The ad is still available on one of LG’s YouTube channels.
Now, the question arises: Is the company’s commercial ad for Apple’s iPad Pro, which is currently under firestorm, also not an original idea? Although it’s hard to determine for sure, it’s ironic at the very least.
You may watch LG’s ad posted back in 2008 for the launch of one of its phone models.
Samsung mocks Apple’s crushing iPad Pro ad
Samsung has taken another swing at Apple through a new “UnCrush” ad that mocks Apple’s recent iPad Pro commercial. Not only that but the advertisement ended with the phrase, “Creativity Cannot Be Crushed”, indirectly targeting Apple’s advertisement; Samsung shared the video accompanied by a caption, “We would never crush creativity #UnCrush.”
We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE
— Samsung Mobile US (@SamsungMobileUS) May 15, 2024
Initially, Apple was getting trolled for killing creative stuff in its ad campaign, but now, social media is outraged by its plagiarised concept.
How do you feel about Apple’s new ad? Should LG claim against stealing ideas?
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