Many have expressed their displeasure, arguing that the ad is insensitive and dismissive of artists and creatives who deeply value their physical tools. The intent of the ad was to highlight that the iPad Pro can replace many creative tools, but the message was not well received. The ad has been called “offensive” and “disconnected,” suggesting that it trivializes the value and emotional connection artists have with their instruments and equipment.
Following the negative reaction, Apple was forced to publicly apologize for offending its audience. Meanwhile, the competition did not miss the opportunity to react.
Heineken, although not a direct competitor, found a way to seize the moment by launching a witty and radical ad called “El teléfono aburrido”. This ad, in addition to responding ironically to Apple, captures attention with its retro approach and reinforces the idea of fewer phones and more social life.
However, the final blow was delivered by its biggest current competitor, Samsung. In just 40 seconds, with a minimalist and “artistic” approach - an adjective traditionally associated with Apple, especially in the Jobs era - Samsung capitalized on the end of Apple's ad, which featured smashed musical instruments. It created an epic closing that resonated with viewers.
The Samsung ad begins with a close-up of a young woman walking among the remains of musical instruments, with the sound of broken glass and wood reinforcing the scene. The young woman rescues an old Creole guitar and, reading a score from her Samsung tablet resting on a music stand (another element associated with art), begins to play a melody, giving a great closing to the ad and, above all, a strong advertising blow to its competitor.
Big brands have millionaire advertising budgets. However, when a message goes against the essence and soul of a brand, as was Jobs' legacy with his creations, the noise will be so loud that followers and fans themselves will make it known.
The biggest problem with Apple's ad was not only the shocking image of smashed art-related instruments, but it went against the very identity of the brand. They forgot the values and disruptive vision that, years ago, brought them to where they are today.
This situation reminds us that effective advertising doesn't just sell products; it must also resonate with the brand's identity and core values. In the case of Apple, the slip-up was to forget its own essence, resulting in a negative reaction from its loyal fan base.