Apple is facing online backlash over a new iPad ad featuring an industrial-sized hydraulic press that crushes a collection of objects and gadgets, including musical instruments and books.
The ad, unveiled by Apple CEO Tim Cook on Tuesday, shows a machine crushing a variety of items, from a piano and metronome to paint cans and arcade games, only to receive a single iPad in their place. It depicts the appearance of Pro. . The voiceover says, “The most powerful iPad ever is also the thinnest.”
Introducing the new iPad Pro. It's the thinnest product we've ever created and our most advanced display with the incredible power of the M4 chip. Imagine all the things it will be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
Commentators on social media had different take on what the iPad meant by compressing humanity's cultural genius into an object 5 mm deep.actor hugh grant I wrote to X It claimed the ad represented “the destruction of the human experience, courtesy of Silicon Valley.”
Justin Bateman, an American filmmaker who has criticized the impact of artificial intelligence on his industry, wrote of X: “Why did Apple run an ad that destroyed art? Technology and AI mean the destruction of art and society in general.”
Unfavorable comparisons were also made to the work of Ridley Scott. 1984 Apple Macintosh advertisementThe film depicted an Orwellian future being challenged by a sledgehammer-wielding heroine, and had the tagline: “See why 1984 isn't 1984.”
Christopher Slevin, creative director of British marketing agency Inkling Culture, wrote on LinkedIn: The new iPad Pro ad is stunning, but it hints at a future where our creativity is limited to digital screens and all physicality is crushed under the relentless advancement of technology. ”
Silicon Valley investor Paul Graham wrote to X that Apple co-founder Steve Jobs “would not have run that ad.” He added: “He must have been hard to watch.”
After newsletter promotion
Apple has been contacted for comment.
Source: www.theguardian.com
