Controversial new iPad Pro ad might have been inspired by LG ad

At its “Let Loose” event on Tuesday, Apple introduced the new iPad Pro M4. However, the product was unveiled with a rather intriguing and controversial advert, which shows objects like musical instruments, camera lenses and books being destroyed by a hydraulic press – which then turns everything into the new iPad.

But a lot of people didn’t like the iPad Pro ad, and it turns out that Apple may have taken inspiration from a very old LG ad.

Apple may have taken inspiration from LG for controversial iPad Pro ad

As some people have noticed, Apple’s “Crush” ad for the iPad Pro is very similar to the one LG ran in 2008 to promote the KC910 Renoir. The smartphone gained many new features such as GPS, Wi-Fi, accelerometer and Dolby Audio support, leading LG to create an advert also showing a hydraulic press destroying objects and turning them into his new phone.

Coincidence or not, Apple used the same script and aesthetic for its iPad Pro ad nearly 16 years later. “I’m shocked that Apple, with its substantial advertising budget, apparently copied LG’s idea from 2008. You’d think they’d come up with something more original,” Andy Cheng said on Threads.

As 9to5Mac reported this morning, many Hollywood names such as Hugh Grant and Asif Kapadia have criticized the new iPad Pro ad for promoting 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 later apologized for the iPad Pro ad and said it valued creativity. The company admitted it “missed the mark” with the video. Although the ad remains available online, the company said it will not air on television.

You can watch the LG and Apple ads below:

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