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
Abstract
This case is about the advertisement ‘Crush! By Apple Inc. (Apple) for its new ‘iPad Pro. The ‘Crush! Ad, was posted on X (twitter) by the CEO of Apple, Tim Cook (Cook). The advertisement featured a hydraulic press crushing creative artistic items such as a camera, a typewriter, a guitar, a piano, and paint cans. The post on X provoked a backlash on social media with popular designers, media, artists, and actors criticizing the advertisement and stating that it promoted ‘crushing of creativity by AI’.
The case discusses in detail the negative response to the ‘Crush’ advertisement from social media users, experts, and market analysts. The advertisements launched by Apple over the years are discussed in detail. The ‘Crush’ advertisement and its content is put forth in the case. Apple’s ‘Crush’ advertisement resulted in its competitors such as Samsung and Xiaomi launching counter advertisements endorsing their products. In response to the backlash over the advertisement, Apple apologized and announced that future plans to air the advertisement on television had been shelved. The company had expected to increase its tablet business with the ‘Crush’ iPad advertisement. Analysts opined that despite the criticism, the ‘iPad Pro Crush!’ commercial had attracted customers’ attention and generated interest. However, it remained to be seen if it could induce desire and finally push the customer into action.
Issues
The case is structured to achieve the following teaching objectives:
- Analyze the impact of social media on a company’s advertisement campaign.
- Examine the ethical issues to be considered before an advertisement campaign for a product is launched.
Contents
Introduction
Background Note
‘iPad Pro Crush!’ Advertisement
Counter Advertisements by Competitors
The aftermath of the crush! Commercial
Exhibits
Keywords
Tupperware; Consumer Goods; Brand Management; Brand Positioning; Branding; Business Strategy; Consumer Buying Behavior; Sustainability Management,Branding in Digital Era; Evaluating the structure; Evaluating external environment; Online Marketing; Segmentation; Sustainable Products
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