Apple Launches New iPad Pro Ad Following Backlash on 'Crush'

To promote the latest version of the iPad Pro, Apple just launched a short film that shows just how creative one can get with the tablet. 

In the spot "Worlds Made on iPad," three digital animators use one green screen footage to make their own imaginative worlds.

The footage, shot using an iPad Pro, stars American actress Sofia Wylie dancing, jumping, and exploring space — and it was up to the artists to set her backdrop. 

The first world showcases a vibrant cartoon-like forest, with the star jumping on rocks, going inside caves, and interacting with extraordinary woodland creatures. 

The second is a futuristic steampunk eutopia, where Wylie finds herself in an elaborate compound filled with humanoid robots and moving platforms. 

The final setting boasts a land of geometric shapes floating in the distant space, filled with moving obstacles for the High School Musical star to get around to. 

Animated by Natalie Labarre, Jin & Jay, and Eric Lane on Procreate, the spot boasts the prowess of the tech giant’s latest tablet, powered by an M4 chip, and touted as the thinnest and most powerful iPad iteration to date.

Apple's Redemption

The latest from the iPhone maker follows its initial spot promoting the iPad Pro, which received backlash from critics and netizens alike.

Titled “Crush,” its premise revolved around a gigantic hydraulic press crushing through several objects, including computers, instruments, statues, and more — except for the iPad.

This drew negative reactions online, with many calling the ad “uncreative” and “wasteful.”

We would never crush creativity. #UnCrushpic.twitter.com/qvlUqbRlnE

— Samsung Mobile US (@SamsungMobileUS) May 15, 2024

Other brands were also quick to jump on the hate.

Samsung, one of Apple’s largest competitors, hopped on the train and parodied the company's efforts with its own short advert.

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Samsung Parodies Apple's 'Crush' Ad with 'Uncrush'