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Library/Campaign/Apple Crush! iPad ad
Grade B25 sourcesHIS-01759

Apple Crush! iPad ad

Campaign · 2024

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Apple apologized two days after its iPad ad showed creative tools being crushed.

Tim Cook

@tim_cook · May 7, 2024

Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create.

28.6K16K
Original · Apple in-house creative team

Kiaran Ritchie

@kiaran_ritchie · May 7, 2024

The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice.

23K94
Post · @kiaran_ritchie on X

Hugh Grant

@HackedOffHugh · May 8, 2024

The destruction of the human experience. Courtesy of Silicon Valley.

Tim Cook@tim_cook

Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create.

8.5K320
Post · @HackedOffHugh on X

Reza Sixo Safai

@rezawrecktion · May 8, 2024

Hey @Apple, I fixed it for you (sound on)

15.9K684
Post · @rezawrecktion on X

kepano

@kepano · May 8, 2024

I think the ad would work much better if it was reversed. All the objects should be expanding out of the iPad rather than being crushed into it made this edited version in five minutes (thanks iMovie!)

12.1K456
Post · @kepano on X

Samsung Mobile US

@SamsungMobileUS · May 15, 2024

We would never crush creativity. #UnCrush

20K664
Post · @SamsungMobileUS on X

Takuta

@Takuta · May 7, 2024

I felt sad when I saw creative tools such as musical instruments and cameras being destroyed. I don't think the creators will like this video. Is it my Japanese sensibility that makes me feel this way?

18.5K461
Post · @Takuta on X

Justine Bateman

@JustineBateman · May 8, 2024

Truly, what is wrong with you?

Tim Cook@tim_cook

Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create.

76356
Post · @JustineBateman on X
Apple's official launch image of the M4 iPad Pro advertised in Crush!.
Apple
Rear camera of the advertised M4 iPad Pro, photographed in May 2024; CC BY-SA 4.0.
Kyu3a
apple-ipad-pro-ad-02
TIME
Apple iPad Pro ad - Crush!
Variety
Apple apologizes for 'Crush' iPad Pro ad that sparked controversy - 9to5Mac
9to5Mac

Spread Score

How it works
Reach70Contagion35Breadth40Velocity69Longevity1148

Numbers

Official ad post on Tim Cook's X; October 26, 2026 rounded counter
62.1M
As of Oct 26, 2026 · X · Tim Cook / X
Milestone date
Week of May 9, 2024
May 7 ’24 to Week of May 9, 2024
Platforms
3
Started on X
Origin
Seeded
Technology

Mechanics

  • ControversyPrimary
  • Response chain
  • Platform jump
  • Press loop
  • Pairing

How it spread

Trace the origin

Apple premiered a hydraulic-press iPad ad. Replies, celebrity criticism and reverse edits spread on X, then press covered the backlash. Apple apologized and canceled the TV run. Samsung answered with UnCrush.

Documented milestone; not a measured attention peak. Some dates are known only to the week, month or year.

Google searchesApr ’24MayJunSepDecApr ’25JulOctFeb ’26AprMilestoneApple / Tim CookStarts · May 7 ’24AppleApr 23 ’24VarietyMay 8 ’24Open webXPress
Open webXPress

Timeline (15)

  1. April 2024

    Apple precursor · Apr 23 ’24

    Apple announced a May 7 event with an invitation showing an Apple Pencil.[1]

    Open the first post ↗

  2. May 2024

    Apple / Tim Cook seed · May 7 ’24

    Apple premiered Crush! during its iPad livestream, and Tim Cook posted the ad on X.[2][3]

  3. Kiaran Ritchie backlash · May 7 ’24

    Kiaran Ritchie questioned the symbolism of crushing creative tools in a reply to Cook.[4]

  1. backlash · May 8 ’24

  2. backlash · May 8 ’24

Join free to see why it worked and the other 12 events. Free, on every case.

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Spread the same way

Campaign · X · 202444

Samsung: UnCrush

Samsung Electronics America

Samsung's response to Apple's Crush ad drew 5.7 million X post impressions.

61M impressions

1 / 8

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Do this

  1. 1Test a visual metaphor with the people whose tools and livelihoods it depicts.
  2. 2
  3. 3

Every number (10)

  • Same official X post, reported May 8; historical counter“seen 28 million times”
    28M[20]

Press (11 outlets)

  1. Apr 23, 202414 days beforeTechCrunch · Apple’s next iPad event is May 7 | TechCrunch

You’ve seen 1 of 3 steps, 1 of 10 numbers and 1 of 11 outlets. Pro opens the rest, with all 25 sources.

Join freeGo Pro · from $13/mo

Open the rest of this case

  • 3steps to copy, the playbook
  • 10sourced numbers
  • 11outlets that covered it
  • 25sources, each linked

The same on every case, with alerts and decks.

$156a year

$13 a month, paid yearly.

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Origin
Seeded
Sector
Technology
Region
US
Official ad post on Tim Cook's X; October 26, 2026 rounded counter
62.1M
As of Oct 26, 2026 · X · Tim Cook / X
Evidence
Grade B