The Thinnest iPad Pro: Apple’s Innovative Approach and Public Reaction

On May 7, 2024, Apple unveiled its latest iPad Pro at the “Let Loose” event.
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The new iPad Pro, boasting a larger screen, comes in two sizes: an 11-inch variant, incredibly thin at just 5.1mm, and a slightly larger 13-inch model, measuring 5.3mm thick. In India, the starting price for the iPad Pro M4 is Rs 99,900.

The ‘Crush’ Ad Campaign

The event also marked the launch of Apple’s first ad for the new iPad Pro, titled ‘Crush’. The ad demonstrates the professional-level capabilities of the ultra-thin M4 iPad Pro. Set to the song ‘All I Ever Need Is You’ by American Pop duo Sonny & Cher, the ad features a variety of items being crushed into Apple’s thinnest product ever.

The Power of the iPad Pro

To showcase the power of the iPad Pro, Apple used a large machine to crush a variety of items, including a saxophone, piano, sculptures, a gaming machine, a music system, an Angry Bird toy, cans of paint, a TV, a camera, a guitar, books, and rubber emojis. The machine then lifted to reveal the new iPad Pro.

Live Filming and Audience Engagement

Each scene in the ad was filmed live without computer effects. The items were chosen not only for their visual appeal when crushed but also to demonstrate the various ways one can use an iPad Pro. The ad will be broadcast on TV, social media, and YouTube.

The New iPad Air

Alongside the iPad Pro, Apple also introduced a new iPad Air at the event. While similar in appearance to the previous model, the new iPad Air boasts some upgrades, including a faster M2 chip and a base model with 128GB of storage. In India, its price range starts at Rs 59,900.

Public Reaction and Criticism

Despite the innovative approach, the ad received significant criticism from netizens. Many expressed discomfort and disappointment at the destruction of creative tools such as musical instruments and cameras. Some even described the ad as “heartbreaking,” “uncomfortable,” and “egotistic.”

Apple’s Thinnest Product Record

In 2012, Apple set a record by creating the thinnest iPod Nano ever, measuring 5.4mm thick. Now, in 2024, Apple has broken that record with the new 13-inch iPad Pro, which is even thinner at just 5.1mm.

Also Read: Prime Video’s ‘Lauki’ Strategy: A Fresh Approach to Marketing Panchayat Season 3

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