Apple`s new iPad Pro Commercial in 2024: "Missed the Mark"?
| Case Code: MKTG476 Case Length: 13 Pages Period: - Pub Date: 2025 Teaching Note: Available |
Price: Rs.300 Organization : Apple Inc. Industry : Technology & Communications Countries : United States Themes: Advertising & Promotion, Branding Strategy, Ethics in Marketing,Social Media Marketing |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
On May 7, 2024, Apple Inc. (Apple) released an advertisement for its new ‘iPad Pro’. Called the ‘Crush!’ ad, it was also posted on X (twitter) by Tim Cook (Cook), CEO of Apple, who wrote, “Meet the new iPad Pro: The thinnest product we have ever created, the most advanced display we have ever produced, with the incredible power of the M4 chip. Just imagine all the things it will be used to create”. The advertisement featured a hydraulic press crushing artistic instruments like a guitar, a camera, a typewriter, paint cans, and a piano. Finally the hydraulic press rises to reveal an Apple iPad, the thinnest tablet the company had made, armed with the latest, AI-based M4 chip..
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