- Apple is going through backlash for an iPad advert exhibiting analog artwork instruments getting crushed.
- It is not even an authentic concept — LG used the identical idea 15 years in the past.
- It did not make waves on the time, maybe when tech felt like much less of a risk.
Apple’s been broadly panned for an advert that reveals time-tested inventive instruments — paint, a piano, digicam lenses — getting crushed in a hydraulic press.
Cribbing a viral development, the business was purported to tout the inventive promise of Apple’s new iPad Professional.
However many viewers had been simply plain pissed. On X, as an illustration, Apple chief Tim Cook dinner’s submit sharing the advert has been flooded with criticism.
One commenter stated the advert mockingly served as a illustration of how tech giants are squashing human creativity with AI. On the identical time, Y Combinator cofounder Paul Graham urged Steve Jobs by no means would have okayed the advert on his watch.
Nevertheless it seems, the advert wasn’t even an authentic concept.
Fifteen years in the past, Korean electronics firm LG used nearly precisely the identical idea in a UK spot for its Renoir digicam telephone.
In that advert, musical devices, laptop screens, studio lights, and paints are all crushed in a press — revealing the sleekly intact Renoir in conclusion.
After all, there is no proof Apple — identified for its distinctive advertising and marketing prowess — copied LG’s inventive. It is extra probably that the idea of crushing a bunch of various units down into one product is a bit fundamental.
It is also protected to say that again in 2008 — when know-how felt extra like a galvanizing alternative than a looming risk — the advert did not ignite almost the identical firestorm.
Some YouTube commenters of yesteryear even appeared to actually to love it.
“Love this advert for some relly wierd cause,” one viewer wrote in 2008.
One other added on the time: “Anybody who has this telephone, is actually that good or simply a superb advert?
Neither LG nor Apple instantly responded to a request for remark from Enterprise Insider.
