Competitors troll Apple for iPad Pro’s ad: Xiaomi and Samsung show their versions of scandalous video

May 22, 2024  22:03

The advertising video for the new iPad Pro did not evoke in viewers the emotions and associations that its creators expected. A video called Crush, which shows the destruction of various creative tools, caused a lot of indignation and outrage, and under pressure from criticism, Apple even had to apologize and refuse to show it on television.

Surely the video will not be forgotten soon. So far, it continues to be actively trolled, including by the company’s competitors. Thus, Samsung recently released its own video saying that “creativity cannot be crushed,” and soon Xiaomi joined in a kind of campaign against Apple.

In the Samsung video, a girl walks among the rubble of objects destroyed by an Apple hydraulic press, picks up a miraculously surviving guitar and begins to play it. The notes she plays are displayed on the Galaxy Tab S9 Ultra.

At the end of the video, which evoked positive emotions among viewers, it says: “Creativity cannot be crushed.” On social media X, the company said they “would never crush creativity.”

In turn, Xiaomi recently also published an advertising video trolling Apple’s video. The video promoting the new Xiaomi 14 Civi smartphone begins in a very similar way, but instead of crushing the art, the press stops, after which the words Cinematic Vision appear on the screen with the letters Ci and Vi illuminated.

It is expected that Xiaomi 14 Civi may be the first Civi smartphone outside of China - all previous devices in this series were sold exclusively in the manufacturer’s homeland. The phone will be equipped with a Snapdragon 8s Gen 3 SoC with support for LPDRR5X RAM and UFS 4.0 flash memory. It will also feature a 6.55-inch AMOLED display with a 1.5K resolution (2750 x 1236 pixels) and a 120Hz refresh rate. The main camera resolution will be 50 megapixels, the battery capacity will be 4700 mAh with support for 67 W charging.

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