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
Excerpts
‘iPad Pro Crush!’ Advertisement
The one-minute iPad Pro Crush advertisement featured an hydraulic crusher slowly crushing creative items such as a record player, a television set, musical instruments, a sculpture, a painting, computers, books, a video game player, sketches, a chess board, a record player, and cans of paint.
Counter Advertisements by Competitors
Soon after the iPad Pro Crush advertisement was rolled out, Apple’s competitors came up with counter advertisements promoting their own products. On May 15, 2024, Samsung came up with its “Creativity cannot be crushed” advertisement to promote its Galaxy Tab S9. In Samsung’s advertisement, a musician was seen wandering around a metal sheet resembling a hydraulic press. She was shown picking up a battered guitar and humming a song with help from a Galaxy Tab S9 that displayed sheet music on its screen..
The aftermath of the crush! Commercial
Apple apologized for the ‘Crush!’ advertisement on May 10, 2024, and also announced that its plan to air it on television had been shelved. Apple’s latest iPad had more powerful M4 chips than the previous versions and according to the company, this would enhance the product’s Artificial Intelligence capabilities..
Exhibits
Exhibit I: Entire Range of Apple’s Products
Exhibit II: Market Cap Data of Apple from 2019 to 2024
Exhibit III: Apple’s Advertisement Campaigns over the Years
Exhibit IV: Revenue of Apple from FY 2019 to FY 2023
Exhibit V: Apple’s Consolidated Statements of Income from FY2018 to FY2023
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