New iPad Pro Ad Scores Worse than “Crush”

“Worlds Made on iPad”, Apple’s new iPad Pro creative, has scored 1.5 Stars with System1’s Test Your Ad - an even lower Star Rating than “Crush”, which scored 1.9 Stars. The scores of both creatives are in contrast to Apple’s most successful recent work: "The Invincibles" (5.4 Stars) and "The Greatest" (3.8 Stars), both of which took a different approach by focussing on relatable, living characters, rather than the product itself.

Jon Evans, chief customer officer, System1 said, “Has Apple gone too far in trying to fix what they “crushed”? Their latest effort seems, once again, to have fallen too far from the creativity tree.”

“Their best ads – "The Invincibles" and "The Greatest" – won us over on emotion. They have relatable, living characters front and centre, focussed on how the product helps overcome adversity, and integrated the product into the story - rather than the product being the story. Both "Crush" and "Worlds Made on iPad" departed from this formula, and have scored considerably lower.”

Star rating predicts long-term brand growth based on an ad’s creative quality. System1 calculates star rating by measuring emotional response to each ad, with ads scoring between 1.0 and 5.9. Scores between 1.0 - 1.9 are deemed as "low".

Find the full report for "Worlds Made on iPad" here.