Crushed it – To the left, LG 2008. To the right, Apple 2024.
‘Imitation is the sincerest form of flattery that mediocrity can pay to greatness.’
Last week when Apple launched the new iPad Pro it made headlines. For all the wrong reasons. Who would ever have thought, that in this instance, “mediocrity” would apply to Apple and “greatness” to LG Electronics.
Apple, since 1984, has been the paragon of modern marketing. Exquisitely designed ‘Product.’ ‘Priced‘ at a premium that consumers don’t bat an eyelid at. Purchased at a ‘Place‘ that has changed the way we think of retail. And ‘Promoted’ by simply some of the best advertising every produced.
Having worked at Apple, when Steve Jobs was there, I can safely say heads would have rolled if this had been on his watch. The uncompromising greatness that Steve unforgivingly demanded, seems to have been replaced by low-grade lazy thinking. Since Tim Cook took charge, it feels as if the brand has lost some of its soul. Today’s focus seems to be more on product and sales. Whereas Jobs maniacally focused on ‘Simplicity’, ‘Creativity’ and ‘Humanity’ – and an emotional relationship to the product. Building dreams, not crushing them.
In addition to the much publicized tone deafness of Apple’s ‘Crush’ ad, some people have noticed it draws a certain similarity to an ad LG aired to launch the Renoir smartphone, back in 2008. The LG smartphone offered a bundle of new features, which at the time included such things as 8 megapixel camera, 3” touch screen, Wi-Fi and Dolby Mobile for Music. This inspired BBH London, to create an ad which also showed a hydraulic press destroying things and turning them into a new phone.
Alas, 16 years later, Apple used the same idea for the iPad Pro. Apple have acknowledged they “missed the mark” with this execution, but there was no mention of the borrowed idea. Having personally felt the heat of Mr. J. you can be sure that if he still reigned supreme, there would have been a few careers crushed as a consequence of these sloppy antics.
Remember, Think Different.
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LG – Crush, 2008 launch ad for KC910 Renoir
Apple – Crush!, 2024 launch ad foe iPad Pro