What did Apple do?

We will remind you that the essence of Apple’s advertising consists of a set of elements representing one or another function, as if compressed into the small size of the new iPad Pro. When we completely crush all the objects and the pressure begins to build, we only see a tablet that absorbs all these possibilities – drawing, music, video, text and more.

Users expressed their outrage almost immediately. They saw another message in this: not that a single iPad Pro could replace each of these elements, but that Apple disdains creativity and stifles it by destroying the archetypes that symbolize each artistic direction.

Netizens and celebrities wrote that the ad was the “most honest metaphor” for the damage tech companies do to the arts, artists, musicians, writers, filmmakers and other creators by “squeezing” them, taking everything they have, and then taking over themselves. merit

Apple ad that caused a stir: video

How did Samsung respond?

The South Korean brand, which is in an endless struggle with Apple for the smartphone market and regularly shares mocking videos with the American company, published a short video with its Galaxy Tab S9 tablet in which its main idea is that “creativity cannot be destroyed”. ”

In a short video sequence, the musician walks through a dark room littered with the debris of objects crushed by a massive printing press. He finds a broken guitar on the ground; A damaged guitar that is worn out, has holes in the body, and the strings no longer sound as they should. The hero of the video looks at the Samsung tablet next to him, on the screen of which you can see notes. After that he starts playing, and the camera shows us that he’s sitting on a hydraulic press platform filled with paint left over after Apple crushed cans of paint.

It’s interesting that Samsung released the video on the exact day the new iPads became available for pre-order.

Both companies have a long history of this type of sarcasm. Every year they shoot each other’s videos, trying to highlight the shortcomings of competitors’ devices and show their advantages.